Russia: "Moonlight" souffle for the Russian confectionary "Krupskaya factory"

Well-known in Russia, St-Petersburg confectionary manufacturer "Krupskaya factory", one of the leading companies, released a new branded production just before the 2009 spring fests - “Moonlight” soufflé. ORGANICA design consultancy designed visual identity for the brand and its package.

“Moonlight” soufflé is a chocolate glazed sweets to accompany office lunch-time or evening family tea. This product was created especially for those female sweet-lowers, who prefer soufflé as one of the most airy and light-looking delights. But the men are not excluded – research findings reveal strong connection between men’s choice in sweets and their lovers wishes. It is worth to note that market segment of soufflé confectionary in Russia last years grows up to 20% annually. This is why marketing managers at “Krupskaya factory” are optimistic about “Moonlight” future.

Margarita Gusarova, Krupskaya New Product Development Director said, “NPD plays a critical role in driving continued growth of our brands. The new “Moonlight” soufflé combines consumers’ love of desserts with the most irresistible chocolate cover to create a deliciously indulgent treat. Organica have played an integral role in creating a pack design that not only stands out on shelf, but will make consumers want to eat it right there and then.

”The design emphasis has been on bringing out more of the playful indulgence that is an intrinsic part of the “Moonlight” brand. Maria Stashenko, Art Director at Organica design consultancy said, “Taking inspiration from the romance of moonlight, our design presents deep blue and sexy lilac colors with the orchid flower as a symbol of desire. The design also creates an opportunity for variant differentiation if manufacturer decides to develop an assortment of several product positions.”