"Из Корзинки" : A Brand People Recognize”

Introductory Information about the «Из Корзинки» Brand Launch: the brand was created in 2017 as part of Korzinka’s private label development. Positioning: mid-segment, with a focus on consistent quality and consumer trust. Assortment: more than 120 SKUs across key categories — dairy, grocery, confectionery, frozen foods, and more. Update: rebranding in 2024 introduced a unified style, modern logo, and visual consistency. Brand mission: to provide customers with quality products at a fair price, easily recognizable and a stable choice for everyday shopping.

Problem

«Из Корзинки» was growing, but it wasn’t standing out. There was no clear style, no strong positioning. Sharing the same name as the parent supermarket confused consumers. On the shelf the brand disappeared into the background, marketing lost its power, and the products weren’t seen as a brand of their own.

Solution

We researched the market and the consumers — what they wanted, how they made choices, and what the competitors were doing. From that insight we built a new positioning through a full rebranding. The focus was on what made the brand different: clean structure, minimalism, bold colors, and a modern typeface. We refreshed the packaging of key products.

Result

«Из Корзинки» emerged as a brand in its own right, with a sharp style and a clear role. The team now had clear rules for design and communication. Consumers started to recognize it more: awareness jumped to 97% and sales grew by 120%. For the company it’s no longer just a product line — it’s a strategic asset that builds trust in the supermarket chain and sets the direction for growth.