Divnitsa (Дивница) is a brand for sugar, flour and grains from Razgulyay, Russia's largest agricultural company. Its visual identity and packaging was recently completely redesigned by Moscow agency Depot WPF.
The new look is reportedly intended to "radiate the warmth of home while also being modern" and the communicate the brand's positioning as "warm, caring, friendly and experienced". The new symbol is a "talking pot", drawn like an old engraving.
|An overview of colour coding and packaging for each SKU. Brown for rice, red for cereals, orange for beans, pale brown for porridge, white for flour and blue for sugar.|
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