I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Day Okay is a brand of healthy sweets
The Kazakh confectionery company Madeleine approached Brand Brothers with a request to create a confectionery brand targeted at the rapidly growing Chinese market. They needed to develop a strategy, positioning, brand platform, naming, visual system, and packaging design—a product that would combine pleasure with the principles of mindful eating. The main marketing challenge: creating a brand that would simultaneously be about beauty and happiness, about pleasure and control, and one that would be relatable to consumers in Russia, Kazakhstan, and, above all, China.
Исследования, Аналитика, Стратегия, Бренд-платформа, Нейминг, Дизайн упаковки, Разработка персонажа
2019
CONTEXT. In China, a healthy lifestyle has long since become a culture. Simplified diets, controlled ingredients, and careful attention to the balance of fats and carbohydrates have become part of everyday life.
At the same time, the desire for pleasure has not disappeared. Women aged 25-35, young mothers, and office workers are all looking for a product that allows them to "eat sweets without guilt." Based on target audience research reflected in the brand platform, we identified three key insights:
1. "I don't want to torture myself with diets" – craving sweets, but fear of giving in.
2. "I'm afraid I won't be able to stick to the restrictions" – diets cause stress and guilt.
3. "Healthonism" – an international trend combining health and pleasure.
These three vectors formed the basis of the brand strategy.
BRAND STRATEGY. Brand idea: The pleasures of a healthy life. We have occupied a niche between healthy snacks and classic sweets. Day Okay is a light version of favorite desserts, created to adhere to healthy eating principles. This brand is for those who:
– strive for harmony with themselves;
– love delicious food and emotions;
– make conscious choices but aren't ready to give up pleasure;
– need support and easy-to-understand healthy lifestyle products.
Brand Promise: "You can be beautiful and happy at the same time."
NAMING. We needed to come up with a name that would be understandable and memorable in the Chinese market, where only a basic level of English is generally understood; easily understood in Russia and the CIS; and convey the idea of lightness and emotional support. The name plays on the brand's key emotion—a feeling of ease and permission to enjoy yourself, even while following a healthy lifestyle.
PACKAGING DESIGN Each package is a small story about a girl who chooses an active lifestyle without sacrificing taste:
– for the Chak-Chak line – characters on roller skates, bicycles, and longboards;
– for the bars – planks, jump ropes, and hula hoops;
– for the candies – scenes of ease and good mood.
This is how we visualized the healthonism concept – a combination of benefit and pleasure, activity and relaxation. This approach is fully based on the brand platform and its emotional insights.
