Creation of a new cheese and milk brand "Razem смачно"

For several years, the Polish company Euroser dairy group has been successful in the Ukrainian cheese market. In early 2023, it decided to launch a new brand of cheese and dairy products. The Ukrainian market is already filled with Polish brands, so another one will not be a novelty or a curiosity for the consumer. And Ukrainians in wartime rallied to their country and supported national brands more in an effort to stimulate the economy.

The agency had the challenging task of creating a new, interesting Polish brand that would appeal to Ukrainians.

Objective: To launch a brand that would enter the top 5 dairy brands for Ukrainians.

Solution: To create a brand for Ukrainians and Poles at the same time. Given the realities of today, this is an ideal option for mutual support. This is how the positioning "Polish-Ukrainian combination" was born because it is not only a Polish brand. The new brand will be able to mix everything and in everything: combine recipes and experience of chefs from both countries, mix traditions, languages, music, dance, festivals, art, travel, holidays, create something new and interesting, or even sponsor joint Polish-Ukrainian events.

The name of the new brand was combined from two very simple words that will be understood by both – this is how the Razem смачно brand was born. The result is a very friendly and tasty naming. The graphic part of the brand consists of a logo that is a rounded plate. The brand name becomes a call to the table, and the dots are a metaphor for plates, without which no feast is possible.

To create the corporate identity, Nebo ideas agency looked for inspiration in Ukrainian vytynanka, which was understandable by its pattern and touched upon Polish culture. The painted illustrations become a patterned lace on the packaging of cheese, butter or kefir. Each illustration was divided into Polish and Ukrainian sides, with its own unique pressure and color coding. This is how the two cultures are combined.