Description

El Caramel is a unique milk chocolate with caramel flavor and aroma, unmatched in Belarus.
We began creating the brand for the caramel chocolate line by developing a brand platform:
Functional advantages: new product, unique taste, original development of a line with different flavors, bright modern design.
RTB: audience trust in Kommunarka factory products, unique recipe.
Emotional advantages: lifts the mood, brings joy, pleasant emotions (sensations) from consuming a modern and stylish product.
Values: Emotions, positivity, diversity in both the product and life context, quality.
Character: Bright, cheerful, charismatic.
Positioning: El Caramel is a bright “character” from the Kommunarka factory, unlike anyone else.
Category attributes: taste, mood, enjoyment, appearance (both packaging and the product itself).
Territory: joy :)
Big idea: A carnival of sultry emotions.

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Credits

Timofey Grigorovich - Creative Director
Veronika Tkacheva - Art Director