Creative Agency: Fabula Branding
Project Type: Produced, Commercial Work
Client: Polotsk Dairy Plant
Location: Minsk, Belarus
Packaging Contents: Dairy products
Packaging Substrate / Materials: Plastic
Printing Process: Printing

Fabula Branding has developed a new trademark “Safiyka” (naming, slogan, packaging design) for Polotsk Dairy Plant OAO. The concept is based on the significance of local area and care for family values.

A gentle sounding name “Safiyka” creates an image of a high-quality local product with a remarkable history of uniting people and supporting families. A name with many associations, on one hand, it creates associations with Polotsk (since ancient times, name Sophia was used to refer to the Sophia Cathedral, the symbol of the city). On the other hand, the name can be assumed to be a popular girl name, also the brand character of a trademark (Safiyka is a familiar, close or dear person, perhaps a daughter, granddaughter, sister or neighbor) that connects the brand with values such as tenderness, care for loved ones and their well-being. Both connotations create a deep emotional connection between the brand and consumers, increase customer loyalty and build a positive perception of the product.

The graphic image of the St. Sophia Cathedral and the illustration of the brand character create the original and vivid visual image. A large font logo on a deep blue background forms a noticeable logotype and draws attention to the name of the trademark. White color is easily connected with the category of dairy products. The expression of dairy products is based on a change in the background color and the large label.