From Russia with Naturalness

A project for the world market, from the Russian market. Global and local at the same time. A leading brand. Naturalness as a value to foster. A cleaner codification. Organic iconization. Natural branding.

Lay’s wanted to revive its image with greater emphasis on the “natural”, but without appearing out of place. We opt for a softer, cleaner codification with degraded, subtler colors and an iconization that places the basic ingredients in the foreground. The natural becomes immediately obvious. Organic branding, naturally.