Park Kultury




Full range of brand building - positioning, naming, logo and packaging design - for the new Park Kultury soft drink by Chelyabinsk production company Niagara. 

Nostalgic emotions 'that same kvass from childhood', carefree walks on weekends with parents in VDNKH or in local Park of Culture, formed the basis of consumer insight, which was built and further positioning. Packaging design is made in retro style. Introduced a brand character that corresponds to the spirit of time. He drinks 'the same kvass' from 'the very same mug'. 
Taking a leading position in the market of Chelyabinsk, the brand Niagara started quickly capture the Russian market.