Rumiya cheese is made from refined varieties of milk, smoked and cream cheese and is created for the premium segment of consumers.

The visual code of the product was created based on the style of an oriental miniature, the main character, a certain mascot — a girl who takes care of a calf.

There is a rather deep symbolism hidden in this image, referring to the naturalness of the product — as a rule, on farms where real cheese is created, calves are often left without enough milk, because its main part is just spent on cheese production.

Every detail of the illustration was drawn by hand, based on hundreds of references of the classic oriental miniature.

Each subspecies of the product was marked with a special color to make it easier for consumers to choose the variety they need here and now.

The name of the product also refers to history — Rumiya is taken from the Uzbek interpretation of the name of the city of Rome, where cheese-making was first originated.

From a business point of view, this name also has its advantage — in the Uzbek market, Arabic-sounding names have gained popularity in recent years and contribute to sales both in the narrow premium segment and on the mass market.

Typographic approach to the packaging design also had a place in this project — the brand name was made in a wood-art style, that is complementary to the oriental miniature stylistics that is a core of the design code that we used.

We believe that keeping the traditional approach will help Rumiya find its place at homes of Uzbek people, making this cheese a part of their daily breakfasts.