Brand identity, packaging design, communication materials

"Vita" was born from the experience and intuition of its entrepreneur, but the brand had to face the market challenge and educate the consumer on what wholesome bread means. Up to that moment, the quality of the bread was not good at all, and the bread variety and functional need tended to zero. We must add the mass disappointment of consumers of whole grains as a whole because of speculation at the time about quality and even colour. On top of that, 10-12 years ago, the Bulgarian consumer used at most two or three types of bread (white -"Dobroudja" and wholesome - "tipov"). From the consumer's point of view, his sensitivity to new tastes was weak. Studies at the time showed unequivocally that the white flavour was the massively preferred flavour.

Brand Alchemy: Our first task at the identity level was to correct and reposition Vita's message for an active life. This strategy should be evident from the packaging showcasing the quality of the product. Immediately afterwards, we wanted to let the consumers, through packs and a communication campaign, what are the benefits of whole grain and why we need this type of bread. The portfolio had the strategic aim of launching two series: table whole grain bread and whole grain flour with no grain and seeds. The graphics and packaging contents sent specific messages to build a consumer culture for whole-grain bread. Our approach turned Vita into an authentic Talking Brand ©

What we did: brand identity, logo, packaging design, brand communication, text, video.