CHALLENGE. Velle is one of the most recognizable Russian plant-based brands. In recent years, the product range has expanded significantly, including oat drinks, coconut desserts, new plant-based products, and even chocolate. However, the visual system couldn't keep up with the brand's growth. The number of competitors on the shelf was growing, and the communication was becoming overloaded.

Brand Brothers faced the challenge of updating Velle's identity while maintaining its recognizability and reinforcing the key message: "Velle – delicious!" The packaging needed to be lighter, more modern, and more delicious, focusing attention on the product.

DESIGN STRATEGY

1. A strong heritage is a powerful asset. Yellow is Velle's DNA. It is recognizable, scalable, and makes the brand stand out on the shelf in all store formats. We retained this element to preserve the brand's accumulated recognition and emotional capital. The goal wasn't revolution, but a precise and accurate evolution that increases visibility and strengthens differentiation.

2. Minimalism that creates a sense of taste. Shelf research revealed that the plant-based category was too cluttered—complex graphics, decorative elements, and overloaded fonts. Products looked "flat," making it difficult for brands to stand out. We made Velle cleaner and more visually honest:

• minimalist composition,
• larger product area,
• more air around key elements,
• direct emphasis on ingredients and taste.

This design emphasizes the brand's core message—a natural product that delivers pleasure in every sip and spoonful.

3. Clear product line logic and scalability. We created a modular system that works for beverages, desserts, the coconut line, and new products like chocolate. All SKUs are united by the signature yellow color, but each category gains its own identity through colored stripes and a large food zone. This ensures the product looks cohesive on the shelf while being easy to read.