COOKIE MANIA

“CAREFUL! ADDICTIVE!”: DS1 BRANDING HAS DEVELOPED THE IDENTITY OF A NEW LINE OF BUTTER COOKIES FOR THE BRAND “MANIA”

Context

Limak Company is one of the leaders of the food industry in Russia. The company unites 9 modern enterprises of flour milling, bakery, pasta and confectionery production.

MANIA is one of the company’s brands, which in 2019 was included in the Top 10 best new brands according to the Russian edition of Forbes magazine. Within its framework, the company has released a line of pasta – “PASTA MANIA” and flour – “FLOUR MANIA”.

The client’s team decided to expand the brand’s product matrix and bring a new product to the market – mini-pastry with different flavors: classic, orange and coconut.

Task

DS1 branding was faced with the task of developing an identity for a new product.

“The target audience of the product is experimenters: creative, brave and sociable people who are not afraid of new things and lead an active lifestyle. They are driven by what is happening to them, and changes and innovations do not frighten them, but on the contrary – kindle a fire in their soul. That is why the team was faced with the task of developing an identity that would meet the value orientations of the target audience, was a little crazy, bright and driving!” – Svetlana Klupinska, CEO of DS1 branding

Decision

To solve this problem, the strategic department of DS1 branding has developed a brand metaphor: COOKIE MANIA is a creative flight, it’s music inside! Visual identity reflects this mood: bright, energetic and youthful, it makes you want to try the product.

For each SKU, the creators have developed their own “musical” character. For orange-flavored cookies – a cheerful hip-hop orange who enjoys her favorite music and life. Coconut-flavored cookies have found their hero – a rock musician playing guitar solo. And the identity of the product with a classic taste was supplemented by an inspired violinist.

One of the subtasks that DS1 branding faced was a product demonstration without the introduction of a transparent window. Therefore, to create an appetizing and realistic food zone, the creators took photos of the product. The cookies themselves seem to fly apart from the explosive wave of the musicians’ drive.

The identity developed by the creators meets the task and the mood of the brand.