Brand name, identity and communication platform for a Minsk-based confectionery shop. While competitors are playing around with French motifs, we suggested this brand should grow on the Belarusian soil. By combining "tsukar" (sugar) and "krama" (shop) in the brand name, we coined a new word! In the logo, drops of hot chocolate create a monogram with the brand's first letter «Ц», and the logo-inspired pattern lands on the brand merch.
This confectionery brand has a Belarusian name and lots of love for Minsk. “Making unique sweets to fuel the energy of Minsk citizens and their tender feelings for the hometown is a way to eventually become a sweet city legend". We developed the brand mission and the visual language weaving together sweet things and city landmarks and symbols. The packaging is branded with sticker illustrations that can be arranged freely — get your own mix of “minskmood” moments!
To launch the brand’s Instagram page, we held a photo shoot with special props made according to our sketches. The wooden details echo the illustrations decorating dessert boxes, playing around Minsk symbols. The elements of the brand identity are easily used to create designs for the feed, stories, reels and highlights — the brand book has all necessary for online presence.
