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 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. To this, we must add the mass disappointment of consumers of whole grains as a whole, because of speculation at the time about quality and even color. 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"). This means that his sensitivity to new tastes was extremely weak. Studies at the time showed unequivocally that the white flavor was the massively preferred flavor.