Pixel Street :: Visual Identity & Packaging for a Grains Brand Launching in Russia

MilletteFMCG

Introducing a premium rice brand to Russia, rooted in nutrition from the logo down.

• Brand Strategy
• Visual Identity
• Packaging
• Brochure

Millette, an upcoming food grain brand launching in the Russian market with a line of premium rice products, needed a brand identity that could resonate locally while encapsulating the wholesome goodness of its range.

The constraint

Millette didn't want to be just another food grain brand on a Russian shelf, it aspired to be a beacon of nourishment and quality. That meant the identity had to work harder than a typical FMCG launch: carry genuine nutritional credibility, travel across a new market, and still feel premium enough to stand out.

Rooted In Nutrition.

The tagline 'Rooted in Nutrition' became the brand's throughline, expressed visually through a logo combining a grain sprout's vitality with the earth's richness, in a green and golden palette built to signal growth and quality at a glance.

The identity extended into a user-friendly website with rich imagery inviting customers into Millette's world, alongside a product catalogue fully localised in Russian, clear communication and engaging visuals guiding consumers through the brand's offerings, backed by cohesive packaging built to catch the eye on shelf.

• Logo DesignCreated a logo that combines a grain sprout's vitality with the earth's richness, using a green and golden palette to represent growth and quality.
• Brand Tagline"Rooted in Nutrition" was developed as a tagline to communicate Millette's dedication to wholesome, healthful products.
• Packaging DesignDeveloped Packaging that stands out on the shelves, using vibrant tones and patterns that evoke the natural origins of the rice.
• Website DevelopmentBuilt a user-friendly website with rich imagery that invites customers to explore Millette's world, emphasising the brand's commitment to 'Rooted in Nutrition.'
• Marketing MaterialsDesigned a product catalogue in Russian, ensuring clear communication and engaging visuals to guide consumers through Millette's product offerings.

“Launching in a new market, the pack has to do the trust-building a familiar name would normally do for you.”

A cohesive brand identity and packaging system positioned to make a meaningful impact on the Russian foodgrain market, communicating quality and nutrition from the very first shelf appearance.

• Millette's brand launch is poised to impact the Russian foodgrain market significantly. The cohesive brand identity and packaging have been crafted to catch the consumer's eye and communicate the brand’s promise of quality and nutrition.
• With a strong visual narrative and a commitment to quality, Millette is set to become a household name in the world of premium food grains.