DASMYAS — a young brand changing standards in a conservative market Whilst carrying out a full re-branding of the company «Torgovaya Ploshad», KIAN fulfilled the design of a marketing strategy as well as the introduction to market of several sub-brands within emerging product segments, in particular the creation of a sub-brand targeted towards a youthful audience.Following a detailed market analysis and a review of competitor errors, the decision was taken to create a brand with a leaning towards the youth segment of the market, yet at the same time having a wider platform, and subsequently, greater potential for the further development of a product portfolio since it was planned to extend the brand into related product categories besides that of sausages.During the creation of the brand it was necessary to maintain a balance between rational and emotional aspects. The basis of the rational aspect was a prevailing stereotype pertaining to German sausages being the benchmark of quality in this category. Specialists from both Torgovaya Ploshad and KIAN, under the direction of Thomas Fahle, a chief technologist at the company Gewürzmüller Nesse (a German company that has produced culinary spices since 1880) developed a unique recipe especially for the proposed concept. The emotional part of the project revealed itself in the name, DASМЯС (DasMyas), in which D.A.S represents the acronym Deutsch Authentische Standart (Authentic German standard) and the visual concept that was created in accordance with the accepted rules of snack design: aggressive, dynamic, and creating a bright block on the shelves. The product range designed for the DASМЯС brand includes as sausages of various sizes, and mixes based on a selection of them. Within this product line a best-seller emerged in the form of DASМЯС balls, packaged in a convenient cup with a lid of unique structural design – an ideal snack for those of us with a dynamic lifestyle. KIAN designed the brand communication strategy and created a full range of advertising materials in order to lead the brand to market.