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
Kruazett – rebranding of the crispbread line
With foreign players leaving the market, new opportunities opened up for Russian producers in the premium segment. Orient Products, a market leader in healthy crispbreads (brands: Schedrye and Kruazett), approached us with the task of completely redesigning their Kruazett line of whole-grain crispbreads. The challenge was not just a design update, but a rethinking of the brand's positioning and bringing it back into the current market.
Дизайн упаковки, Разработка логотипа, Ребрендинг
2023
STRATEGY. Before the redesign, the brand had weak metrics: awareness was 10%, market share was less than 1%, and the visual image was targeted at a narrow female audience and appeared outdated. We began by analyzing the premium segment and discovered that its main consumers were families aged 25-35, where decisions were made jointly. We needed a brand that would be understandable to both women and men, modern, and honest in its tone.
Thus, the new positioning was born: "Premium crispbread for those who choose consciously." We focused on the product's functional and emotional benefits—whole grain flour, oven-baked ingredients, fiber, and low calorie content—which became the foundation of the new communication in the packaging design.
DESIGN. We completely redesigned the packaging architecture, retaining only the essentials: a strong name, a large food area, and clear navigation through the flavor lines. The packaging color now reflects the flavor: red for rye, green for Provencal herbs, and yellow-brown for multigrain. This "traffic light" principle improved recognition and simplified shelf selection.
The logo has become simpler and clearer: Kruazett is now easy to read, maintaining a connection to the original while eliminating the French complexity. The front features a product benefits chart, minimalist and functional. The back of the packaging is used for brand communication and a clear, transparent presentation of the ingredients.
RESULTS. The redesign was a key growth point for the brand:
– brand awareness increased fivefold (to 51%);
– regular purchases increased tenfold (to 10%);
– market share increased from 0.8% to 5.3%;
– Kruazett's share of the company's revenue increased from 3% to 19%, and of its profit to 23%.
Kruazett has established a strong position in the premium segment, becoming a symbol of high-quality import substitution. After the redesign, the brand received a powerful boost and became the basis for the launch of new product lines.
RESULT. We created a new design and reimagined the brand. Kruazett has become an example of how a smart strategy and strong packaging can transform a niche product into a market leader.
