Yaroslav Prokofiev
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Brand creation

Lenta — a portfolio of new private labels

A system of standalone private-label brands with distinct roles, personalities and design codes.

Challenge

Develop a range of Lenta private labels, including brand concepts and names, identity, packaging design and communications platforms.

My role

I led the research, insight development, strategic positioning directions and brand pyramids that guided the creative ideas and identities.

Strategic solution

Rather than forcing the portfolio into one private-label template, each brand — Dolce Albero, ION, Flory Story, Kibox and Energy by Lentel — received its own category logic, character and visual territory.

What I delivered

  1. 01Category and competitor research
  2. 02Consumer insight development
  3. 03Brand concepts
  4. 04Positioning territories
  5. 05Brand pyramids
  6. 06Strategic guidance for naming, identity and packaging
Lenta — new private labels — asset 1
Lenta — new private labels — asset 2
Lenta — new private labels — asset 3
Lenta — new private labels — asset 4
Lenta — new private labels — asset 5
Lenta — new private labels — asset 6
Lenta — new private labels — asset 7
Lenta — new private labels — asset 8

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