We are launching a renewed brand identity into the market. Aquamarine becomes the dominant color of our corporate style, and our international awards in Dubai and Guangzhou confirm we are on the right track.
In the cookie category, there has long been a tradition of using warm colors — red, yellow, and orange. This visual noise creates a situation on the shelf where it becomes increasingly difficult for products to differentiate themselves. We have taken a step that can be called revolutionary in our category: we have moved away from the conventional palette in favor of aquamarine — a unified color field that runs through all brand touchpoints.
The rebranding project began in 2025 with consumer research conducted in several Russian cities,” comments Elena Karmanova, Head of Marketing. “We found that consumers showed a clear preference for this color, and our choice was validated by testing through a predictive model developed by our partners. This color had long been present in our portfolio across 5 SKUs, but now we have scaled it to encompass the entire brand concept.
Aquamarine is not just a new color in the category — it is a strategic decision to create a brand territory where color becomes the primary identifier. Against a backdrop of red and yellow competitors, aquamarine attracts attention not through visual pressure, but through a sense of premium lightness. It serves as a visual metaphor for the quality of our ingredients and our adherence to GOST standards.
The effectiveness of this new positioning has been validated by the awards won by our rich pastry cookie with curd filling: “Best Bakery Product” at ISM Dubai (September 2025) and the “Premium Product Award” at the Guangzhou Food Exhibition in China (June 2026). This cookie was originally launched in this very color and proved to be a success.
