“Rodnoye Dobrosyolovo”: a New Cheese Brand for “Kiprino”

Situation

The company “Kiprino” tasked the VIEWPOINT team with creating a new cheese brand from scratch—from the name to the packaging design. The goal was not merely to make the product stand out on the shelf, but to convey what the producer is truly proud of: high-quality, natural milk, the expertise of skilled cheesemakers, and consistent, time-tested quality.
Furthermore, the new brand was envisioned as an extensive product line that could eventually encompass various types of cheese, as well as butter, milk, and cream cheeses. Therefore, the objective was not just to design individual packaging, but to craft a cohesive brand identity with long-term growth potential.

Challenge

To create a warm, heartfelt, and trustworthy brand that speaks to consumers through the language of simple family values. The task involved finding a light, memorable, Russian-language name that evokes a sense of home, care, and kindness, and then bringing this vision to life through a visual concept.
A particular challenge lay in the naming process: developing a name and trademark for a food product that is simple, intuitive, and eligible for registration with Rospatent is a complex undertaking, given that the market category is already saturated with countless options. For this project, it was essential to devise a name that felt genuinely simple and “authentic”—one with a distinct character that could also be successfully registered.

Solution

The VIEWPOINT team developed the brand “Rodnoye Dobrosyolovo” (“Dear/Native Good-Village”). The name evokes memories of summer vacations, the image of a familiar, cherished village, and a close connection to nature. It conveys a sense of domestic warmth and kindness, perfectly reflecting the brand’s core philosophy: products crafted with heart and care. This concept was extended to the packaging design, blending traditional values ​​with a contemporary visual language. A friendly logo, a sunny yellow hue, and nature-inspired illustrations create a warm, recognizable identity, while a transparent window allows shoppers to see the product immediately and appreciate its appetizing quality. The result is a brand that speaks to the consumer in a simple, sincere way—instilling confidence in its quality and evoking a sense of something truly familiar and close to home.
Following the completion of the core conceptual phase for the new “Rodnoye Dobrosyolovo” brand by “Kiprino,” the team at VIEWPOINT continued their collaboration, expanding the brand’s product range to include new categories such as cream cheeses, butter, milk, and more.