SOF: brand development a for household chemicals and sanitary product manufacturer (Tajikistan)
Client:
Services rendered:
Context: SOF is a Tajik producer of household chemicals and sanitary products. The company uses European ingredients and wants to change perception of the local-made product in the category where distrust of domestic production has long dominated.
The household chemicals and sanitary products market in Tajikistan has so far been divorced from the current design concepts. Packaging and graphic solutions there remained at the early 2000s level: too busy, unstructured, with no unified visual system.
This is starting to change. Imported brands from CIS, Middle East or Asian countries started appearing on the shelves increasingly frequently.
Objective: The client came to us with a clear expectation to develop a generic brand of household chemical and sanitary products: nothing elaborate, designer-built or stylized as foreign. It should be an everyday product: something that is understandable, systemic and inspires trust.
Our objective was to formulate its positioning and design a recognizable image.
The brand positioning was structured around the family motif, very important for the local culture, “Clean family relations.” The idea of clean and healthy family relationships became the brand's foundation. No pompous slogans or assumptions. Only things that really matter every day.
One of the project's key elements was the development of the brand's digital platform. We created a simple, visually clean and convenient structure that lets partners, distributors and clients see that SOF is not just a product, but a whole system. The platform proved that a generic product can be modern.
We designed the packaging and adapted it to 11 SKUs (which the client later expanded to 36). A clear typography, uniform information blocks, orderly composition and understandable color hierarchy create a feeling of cleanness and focus. That visual approach highlights SOF products against their busy background right away.
The fragrance block was a point of special focus. Aromas in Tajikistan are not merely utilitarian features, but important cultural markers. Roses are particularly important: they signify cleanness, the coziness of home and respect for traditions. Using that element helped us strengthen trust and bring the product closer to consumers.
The products are based on European ingredients. We stated that on packaging claims to promote trust and set a high-quality bar.
We made the logo as readable as possible, confident, friendly and minimalist and decide to forego all the extra decorations to strengthen that general idea.
The SOF brand got a new visual image that made it more coherent and competitive. Its packaging became cleaner and better structured, with no extraneous elements. All that made the product more visible on the shelf and gave it the modern and reliable feel.
The positioning focused on everyday benefits, trust and streamlined communications. We avoided emotion, focusing on functionality, accessibility and stability instead.
The updated style helped remove associations with low-quality products and foster more sustainable perception of the brand.
Anastasia Tretyakova, Executive Creative Director,
Farkhad Kuchkarov, Strategy & Development Director,
Galina Evdokimova, Verbal Communications Director,
Elena Nadeina, Art Director,
Polina Sergeeva, Art Director,
Alina Vasilyeva, Designer,
Maria Kadysheva, Designer
Ksenia Titova, Designer,
Aleksandr Zhegulov, Copywriter,
Maria Geldt, Strategist,
Olga Mesyatseva, Project Manager,
Svetlana Malinskaya, Director, Account Management Team,
Vladislav Vovk, PR Manager,
Aleksandra Rumanova, PR Manager.
