Title	LONG HISTORY – SHORT STORY
Brand	KARAT
Product/Service	PROCESSED CHEESE RANGE
Category	A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
Entrant	DEPOT WPF Moscow, RUSSIA
Idea Creation	DEPOT WPF Moscow, RUSSIA

Name	Company	Position
Alexey Fadeev	Depot WPF	Creative Director
Alexey Andreev	Depot WPF	CEO
Fara Kuchkarov	Depot WPF	Strategic Director
Nikita Ivanov	Depot WPF	Art Director

The Campaign

Moscow cheese factory ‘Karat’ held the first rebranding during its century-long history and redesigned its products, familiar to every Russian. The new version of ‘Karat’ abandoned old design and retained only the recognizable color codes of different cheese types. An extremely complex design system turned into of simple iconic signs inspired by Soviet Suprematism of the beginning of the 20th century. It's a modern approach to retro heritage.

Creative Execution

The new version of ‘Karat’ abandoned Soviet-style soft cheeses design including the image of the globe, sweeping letters ‘Friendship' ('Druzhba') and retained only the recognizable color codes of different cheese types. The overall design is minimal, giving it a breath of fresh air for today’s consumer. The new design of Karat's flagship product range is a modern interpretation of retro heritage. An extremely complex system is turned into of simple iconic signs inspired by Soviet Suprematism of the beginning of the 20th century. Simple and striking, this new cheese packaging does away with images of cow pastures and barns with a totally different approach. Using distinct lines and blocks of color, Karat cheese mixes retro inspiration with a modern and clean approach.

Indication of how successful the outcome was in the market

+68% growth of sales in 4 months after the rebranding

The cheese had recognizable design since soviet times, but it's problem was it couldn't be registered and most competitors could use the same design. So the consumers couldn't understand which cheese on the supermarket shelf is original. Apart from that, we needed to reach younger audience which didn't comsumpt Karat cheese thinking of it as of old-fashioned and low-quality product. To solve this problem we desided to give the brand totally new look saving only the recognizable colour codes of different products.