UPGRADING THE IMAGE

АVА is FMCG brand in the medium to high segment. It has been around for many years and time has come for “system upgrade” of the overall brand style and identity.

Starting with old-fashioned 90’s brand look and feel, we were challenged to catch up fast with an expressive new appearance differentiating AVA from the competition.

We redefined the core of the branding assets so the brand could now stand steady in the next years with:

  • new logo and graphic identity
  • new product labels
  • communication positioning
  • creative assets (copy and art)
  • product photo session
  • new brand website
Looking for novel and relevant to the food category image that will catch the eye on the shelf in big stores.

MODERN & SIMPLE WITH A PINCH OF PROVOCATION

Aiming to attract more urban younger audience with a little bit above average taste for quality, we chose a style differentiating the brand from the mass segment.

Simplistic vision but still “food relevant”. Magenta as main color – catchy, not occupied by another brand in the segment and last but not least – a modernized reference to the red color of the previous logo. Also keeping the concept of the logo as stamp which was used in the previous logo but now with very clean approach.

PRODUCT LABELS NEW DESIGN

Continuing the clean style, we created a series of graphic based product labels. Visual direction and development for different subcategories.

BRAND POSITIONING WITH FRIENDLY TOUCHES

Facing new brand challenges, AVA also needed communication base and we created brand territory, based on simple yet unexplored in the this category insight: “it is more delicious when shared with friends”.

Shared moments were genuinely in the core of AVA story – company established and developed by three friends. So, we unfolded this line and built the whole story around friendship.

“AVA. SHARED WITH FRIENDS”.

“SHARED WITH FRIENDS” became the stepping – stone to differentiating and consistent brand appearance for AVA.

BRAND WEBSITE – THE BRAND NEW FEEL AND LOOK

The brand website manifests all new brand assets – graphic identity, communication territory, copy and visual communication for product segments, modern approach to product presentation and more.