Baltadan – A New Brand of Canned Meats

Baltadan – A New Brand of Canned Meats in the Central Asian Market

Radar Agency played a key role in creating a distinctive and memorable brand identity for the product. The main challenge for the team was to develop a strong brand that would resonate with local consumers while reflecting the cultural essence of the Central Asian region.

Specializing in complex, integrated projects for brand creation, rebranding, design, and communication support, Radar Agency has worked across both Russian and international markets, including China, the United Kingdom, CIS countries, Central Asia, and the UAE.

Brand Positioning and Naming

The primary challenge was to come up with a name in Latin script that would be equally appealing and well-received across the languages of four countries, without carrying any negative connotations in any of them.

Central Asian countries are known for their traditionally masculine cultures, where the roles of men, family, and tradition are highly valued. Baltadan translates from Kazakh as “from the axe.” This rugged meaning evokes the image of a strong, hospitable butcher who has just finished butchering a carcass and is now offering premium cuts of fresh meat to others.

Logo

The logo embodies the brand’s rugged character while incorporating Asian-inspired elements. The letters appear as though they’ve been carved with an axe, and sharp notches add an Eastern flair. The background shape recalls traditional Uzbek geometric patterns, ensuring the logo stands out on any surface. The gold color reflects Eastern hospitality and abundance.