Miray
Miray is an ambitious new confectionery manufacturer under the management of Mos Pekar. The market, saturated with products of leading local and international brands such as Roshen, Yashkino and Krember, presented a significant challenge for the new entrant.
1. Solution
The main challenge for Miray was to stand out and make a name for itself among the established giants, while offering a quality product to consumers.
We carefully studied the market and realized that it is possible to stand out from the competition through a unique visual approach. We came to the conclusion that a bright and memorable mascot that will be associated with the brand and evoke positive emotions in consumers can play a key role in this.
We also paid special attention to the choice of color for the brand, because it affects purchasing behavior. According to existing research, bright colors, especially yellow and orange, attract attention and contribute to impulse buying.
An analysis of the main competitors showed that they mainly use yellow and pale yellow colors for their products. In order to stand out from the competition and at the same time gain color superiority, we chose bright orange. In addition, this color makes the brand attractive and easily recognizable on the shelves.
Result
We created a mascot — a cheerful squirrel, which became a symbol of the friendliness and energy of the Miray brand. This squirrel not only attracts attention, but also forms an emotional connection with the audience, distinguishing Miray from other brands.
In addition to the mascot, we developed a logo on a blue background, which contrasts with the bright orange color of the packaging. This approach makes Miray products easily recognizable on store shelves.
We also created packaging designs for more than ten types of products, including marshmallow sponge cake, brownie, Romney cake, Viennese waffles and others.
The launch of the Miray brand was extremely successful. Already in the first months after entering the market, the brand managed to win the trust of consumers, establishing cooperation with 112 partner points of sale in Tashkent alone. Now the brand's reach is expanding every day, going beyond the capital.