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Milina — one of the largest producers of bread and bakery products in Moldova — approached us with the task of revitalizing the existing Pravia line. Their main request was to rethink Pravia's positioning on the market and its communication, modernize the packaging design and attract a new audience.

The energy of success

We conducted a detailed study of trends, competitors and target audience requirements, followed by in-depth interviews with representatives of different psychological types. Each of them answered a series of questions that helped us draw conclusions about the audience's core needs, identify their motivations and barriers, and propose several brand strategy options. The final positioning of Pravia was expressed through the slogan "The Energy of Success". Our goal was to respond to changes in consumer habits and shift the perception of bread, linking it with success and achievement.

The Pravia manufacturer pays special attention to bread quality, using only natural ingredients, and it was fundamentally important for us to highlight this in the design. As the central image, we chose a horse — a symbol of nobility, strength and beauty. Wheat ears were included in the logo as a reference to the natural origin of the bread.

The color palette, adapted for each type of bread (Toast, Sport, Balance, Tonus), helps buyers navigate and distinguishes the entire product line, supporting the brand's core message — "Life is a diversity of stories".

The result of our work was an updated premium bread line with a wide product range, a practical packaging format and positioning that attracts the audience, speaks the language of emotions and completely changes the consumer's perception of bread.

Free consultation · 30 min