Uvelka “In Sauce” is a new brand of ready solutions from UvelkaUvelka is a leader in the production of cereals in Russia. The company has been producing grain products to cook easily every day for over 25 years. A new Company’s product is a set of cereals and pastas with a sauce that has become a unique ready solution and assistance to families in cooking dishes that are popular all over the world.CHALLENGEWe had a major challenge of successfully forming a new category on the market and ensuring Uvelka’s leadership. As well as the strengthening the capital of the master brand in dialogue with a new audience and simultaneous upgrading of the brand image. Special attention has to be paid to working with the “shelf” to attract customers’ attention and to visually transfer the idea of the new product within a second of the contact with the packing.SOLUTIONThe work with the key elements of the brand’s visual communication (its name and packing) is the key to the solution of the tasks in addition to the product itself. We have developed anoptimal solution where two main accents (the name Uvelka “In Sauce” that directly discloses the essence of the key ingredient to the customer, and the bright delicious food zone which is anundoubted trigger that leads to purchasing) are balanced The product displayed its efficiency on the market already during the first months of its sale. High retail interest and consumer demand confirmed repeatedly that KIAN’s team is successful and competent in solving business tasks.