Bonata
Project Context
In the saturated Russian confectionery market, dominated by decades-old traditional brands, global manufacturers and a strong Private Label segment, the challenge was to create an identity that stands out as a relevant choice within a visually cluttered and highly competitive environment. The task involved creating a visual identity that successfully balances the perception of quality with market affordability within the value-for-money category. The focus was not on a premium or trendy expression, but on a design that respects category expectations and consumer habits. This approach enabled easy on-shelf navigation, differentiation from competitors and established a stable foundation for further portfolio development.
Solution
Through the strategic selection of the name Bonata (root bon – good, valuable; Lat. bonus, Fr. bon, It. buono), we established a phonetic association with quality that exceeds the product’s price range. The name is concise, phonetically optimized for the Russian-speaking market, yet carries a clear international character.
Through logo art direction, the focus was placed on functional aesthetics. A specifically stylized letter “B” communicates fluidity and the sensory side of the product. The typographic firmness of the logotype was engineered to ensure maximum contrast and recognition within highly saturated retail environments.
The art direction for the packaging design relies on a strict information hierarchy. By establishing a unified layout of elements, we enabled instant brand recognition regardless of the product type (chocolates, wafers or biscuits)
Chocolates – A balance was struck between a minimalist upper zone (authority) and a hyper-realistic lower zone (appetite appeal), while the embossed “Love you” message on the chocolate square serves as a direct communication tool to personalize the consumer experience.
Wafers and Biscuits – Differentiation was achieved through a clear selection of brand colors, where light shades emphasize the crispness of the wafers, while deep, saturated tones suggest the rich flavor of the biscuits.
As the final element of the strategy, a heart symbol featuring national motifs was introduced, functioning as a Trust Mark that confirms the origin and quality from Serbia within an international context.
Results
From a new name on the market, Bonata has been positioned as a visible and competitive choice within its category. The clear visual framework enabled instant on-shelf recognition, providing the client with a flexible foundation for the rapid and consistent expansion of their product range.
