Miray is a new confectionery company under the leadership of Mos Pekar, entering a market saturated with products from established local and international brands such as Roshen, Yashkino, and Krember. This presented a significant challenge for Miray.
The primary goal for Miray was to differentiate itself from the established players and establish itself as a quality product for consumers.
We conducted extensive market research and identified a unique approach to stand out. We concluded that a memorable mascot could play a crucial role in establishing a connection with consumers and evoking positive emotions.
We have also paid particular attention to the selection of colors for the brand, as they can influence consumer behavior. Research has shown that bright colors, particularly yellow and orange, tend to attract attention and encourage impulse purchases.
An analysis of our main competitors revealed that they primarily use yellow and light yellow for their products. In order to differentiate ourselves from the competition and gain a unique color advantage, we have chosen a bright orange. Additionally, this color enhances the visual appeal of our brand and makes it easily recognizable on store shelves.
We have developed a mascot in the form of a cheerful squirrel that represents the friendliness and vitality of the Miray brand. Not only does this squirrel draw attention, but it also establishes an emotional connection with our target audience, helping Miray stand out among other brands.
In addition to the mascot, we have created a logo on a blue background, which contrasts with the bright orange color of the product packaging. This makes Miray products easily recognizable on store shelves.
We have also designed packaging for more than ten different types of products, including marshmallow sponge cake, brownies, Romney cakes, Viennese waffles, and others.
The launch of the Miray brand has been extremely successful. Within the first few months after entering the market, the brand has gained the trust of customers by establishing partnerships with 112 retailers in Tashkent alone. Now, the brand is expanding its reach every day beyond the capital.
A thoughtful approach to packaging has allowed the brand to quickly establish itself in its niche and compete with major players in the market.
