Kiprino

The Solution

The analytical step of development, including the quantitative and qualitative analysis, proved that current customers are primarily concerned with attributes of the product such as it being natural and ecologically friendly. Research concluded that to guarantee these characteristics it is of critical importance to turn to the physical location of production — Altai. The decision was made to position the «Kiprino» brand as products which are made in Altai, the cleanest ecological region in the Russia, consisting of mountains, emerald meadows and cold mountain streams. This allowed the creation of the brand «Altai Cheese», springing from the roots of the already well recognized by Ural customers «Kiprino».

The positioning was supported by a visual brand conception. The suggested brand symbol — a heart blended into the slogan in a graphic way to also resemble a flower from Altai, which symbolizes natural products made in an ecologically friendly environment. The package design, illustrating bright, optimistic colors with author's illustrations further strengthens the visual conception.