• Cheese Karat

    Agency: Depot WPF
    Strategy: Farhad Kuchkarov Olga Baturina, Anastasia Tretyakov
    Project managers: Anna Slobodskova, Anna Smirnova
    Creative director: Alexey Fadeev
    Designer: Nikita Ivanov
    Pre-press: Anton Minaev, Vitaly Gavrish

    Client: JSC "Karat"
    Commercial Director: Julia Ivanova
    Director of Marketing Department Svetlana Obraztsova
    Lead Communications Manager: Jan Petrov
    Brand Manager: Marina Sanikovich
    Location: Russia

    Moscow factory processed cheese "Karat" for the first time 81-year history, the company held a large-scale rebranding and redesign of its products, which is familiar to every Russian. For updated corporate brand and packaging throughout the product line of the plant meet branding agency Depot WPF. The new version of "Carat" abandoned Soviet-style soft cheeses - the usual globe, sweeping the letters "Friendship", retaining only the recognizable color code - red-yellow for "Friendship", blue and yellow for "Waves", turquoise and yellow for "Amber".

    "The new corporate identity" Karat "and the design of its flagship line of processed cheese is a new interpretation of retro, heritage in a modern version - said creative director Alexey Fadeyev Depot WPF. - We are driven to extremely complex system of simple signs to iconic characters. The basis of style was captured Soviet Suprematism beginning of XX century ".

    "After a lot of research, we have refused to follow the path of categorical mimicry, is indicated for the Carat role of one of the leaders and trendsetters, and took quite a bold and for the company and for the market as a whole moves. And it is not only the merit of researchers and us - a big role in this was played by the client and the team, which was ready for such changes, "- said strategist Depot WPF Farhad Kuchkarov.

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