Title	BRYANSK DAIRY FACTORY
Brand	BRYANSK DAIRY FACTORY
Product/Service	DAIRY PRODUCTS
Category	E03. Food / Drink
Entrant	BRYANSK DAIRY FACTORY, RUSSIA
Idea Creation	DEPOT BRANDING AGENCY Moscow, RUSSIA

Name	Company	Position
Alexey Fadeev	Depot branding agency	Creative director
Anastasia Tretyakova	Depot branding agency	Creative Director
Nikita Ivanov	Depot branding agency	Design director
Vladimir Bolshakov	Depot branding agency	Designer
ANASTASIA TSYRKINA	Depot branding agency	Designer
STANISLAV NERETIN	Depot branding agency	DESIGNER
SERGEY PREKRASNOV	Depot branding agency	MOTION DESIGNER
ANNA ROZHNOVA	Depot branding agency	Project Manager
FARHAD KUCHKAROV	Depot branding agency	STRATEGIC DIRECTOR
Dmitriy Komarov	Depot branding agency	strategist
Anton Minaev	Depot branding agency	Pre-press
Alexey Andreev	Depot branding agency	CEO

Background

At Russian dairy market local milk processing plants had always been trusted and appreciated since USSR times - for their stable quality and good prices for milk and dairy products, for National industrial standards compliance, for being main supplier of safe, fresh and good dairy. Unfortunately, modern marketing almost killed local «dairy plant» idea. True dairy producers just do their work. Everyday they produce a lot of well-known dairy products in a wide variety and they do it very preciously, accurately, according to strict rules and standards of food safety. They know nothing about marketing and branding. They are simple and honest people of labor. They cannot hide themselves behind beautiful pictures of countryside and farms, artisan look or imaginary characters promoted by TV ads.

Describe the creative idea (40% of vote)

Bryansk is historically «dairy region». And we decided to make «dairy plants» great again. Our main idea is very simple: they don’t produce marketing products, they just produce good and safe dairy. We created a brand for those, who is smart enough to choose without extra emotions, who is fed up with dairy category clichés, who is in search of best quality-price ratio and still has belief in industrial dairy, who looks for a good product, not just bright packaging.

Describe the execution (40% of vote)

We don’t add any aids to our products, so we don’t add unnecessary in design as well. We use minimum tools but still look unique. We show full spectrum of dairy products, united under solid branding and still have good product navigation, which is also very impactful on the shelf in a supermarket.

List the results (20% of vote)

We have managed to create the unique for the dairy market product aesthetics: modern and minimalistic, but with the reference to the generations raised by the USSR cultural codes at the same time. Moreover, we succeeded in strengthening the client’s position at the local level by using the company’s name in the brand naming. Products do not hide under any others naming, brand or colorful design, but communicates straight from the shelve the belonging to the manufacturer and unconditional responsibility for the quality. One more achievement is the active expansion to the new markets, new regions and HoReCa supplies where it hasn’t been presented before. It’s important to highlight the massive viral spread of information about new brand identity and packaging via social networks. Social media users are actively sharing the photos of the brand and comment on the design created, talking about products quality and pride for local manufacturer.