The impact of the pandemic and the inevitable need for savings is making the hard discounter format more and more popular with the Russian consumers. Following the European expansion, hard discounters are also increasing their presence in Russia.
Unipharm is a private pharmaceutical company specializing in the development, production and sale of high-quality medicines and dietary supplements. Today, vitamin-mineral complexes and medicines from Unipharm are bought by millions of consumers around the world.
Yummy United is perhaps the only company in the world run by kids. The company produces food products for children, created in accordance with children’s ideas and in close cooperation with children. The idea to involve kids in the development process belongs to the Mildberry founder Oleg Beriev and an expert in food production technologies Roman Glebov, while the Mildberry brand agency made it happen.
IVC Group (International Vinyl Company) was founded in 1997 and is the leading European manufacturer of LVT (vinyl flooring), linoleum and carpet tiles. IVC Group has 10 production lines in Belgium, Luxembourg, Russia and the USA and it manufactures over 180 mln square meters of flooring per year. Since 2015, IVC Group has been part of Mohawk Industries, a world leader in flooring with over 130 years of production history.
The Mildberry team has helped to launch IVC Home, a sub-brand of residential and semi-commercial linoleum, by developing its visual identification system. The consumer perception of this type of product is extremely contradictory: on the one hand, linoleum is one of the most affordable and popular finishing materials, on the other hand, it is considered to be a short-lived, not environmentally friendly , as well as not the most aesthetic solution. The task of the new brand is to change the existing perception of linoleum and convey to the consumer the key idea that IVC Home linoleum is a safe product that allows you to inexpensively and effortlessly improve the aesthetic appearance of a room. IVC Home linoleum is made from safe materials that retain heat, reduce noise, do not emit harmful substances and is easy to clean. In addition, the brand adheres to a gentle approach to the environment, the IVC Home collections use natural textures, and the PVC-based products are fully recyclable.
According to Deloitte, a focus on human values and a goal-centered approach is one of the most relevant and fastest growing trends. Building a dialogue with the consumer in a clear and simple language, caring for the needs and impressions of the client is what allows the brand to establish an emotional connection with the buyer. IVC Home identity emphasizes the consumer character of the brand and conveys simple but emotionally important meanings, like comfort and reliability, simplicity and aesthetics.
The pandemic has made major adjustments to business processes around the world, and pharmaceutical companies have a chance to become even more in demand than ever. According to Deloitte, the pharmaceutical market has grown by more than 10% in 2020, which has led to an even more fierce competition for consumer attention.
Valenta Pharm JSC is a Russian innovative pharmaceutical company focused on the development and production of new original medications. For nearly 25 years, Valenta Pharm has been developing, manufacturing and marketing prescription and over-the-counter drugs in several areas at once, including immunology, virology and antibacterial therapy. The company’s portfolio includes brands such as Ingavirin, Grammidin, Trimedat, Nanotropil and Phenazepam, which have been developed and updated by the Mildberry team over the course of many years of cooperation with Valenta Pharm.
Together with Valenta Pharm, we have developed new packaging for two brands that are especially relevant today – Phenazepam® and Nanotropil®Novo. Both drugs affect the nervous system and brain function, providing either a stimulating or calming effect: Nanotropil®Novo is a nootropic drug with psychostimulating properties that improves concentration and memory. Phenazepam® is a sedative-hypnotic, anticonvulsant and central muscle relaxant.
The modern rhythm of life and the information overload call for solutions to reduce stress. The trend for life-work balance is becoming more and more popular: consumer demand has been formed for products made to take care of the physical and emotional well-being. According to Ipsos, almost 46% of respondents worldwide report a decrease in productivity at work, and another 50% report constant stress. At the same time, according to a study by Lancet Psychiatry, the total cost of treating anxiety disorders by 2030 will be $147 bln. This opens up new opportunities for the manufacturing of drugs that either stimulate the brain or calm the nervous system.
The key task in Nanotropil®Novo package development was to reflect the main advantages of the brand – safe improvement of cognitive functions, efficiency, consumer accessibility, taking care of health and improving it. Nanotropil is a stimulant that increases the efficiency of thinking, improves concentration and has a positive effect on memory, which is especially important in the age of information noise.
The main objective of the Phenazepam package overhaul is to update the brand for the consumer, to develop a design that is convenient and attractive, both digitally and physically, while maintaining its recognizable image for the buyer.
Both products in updated packaging can already be found both in pharmacies both off and online throughout the country.
Johnson & Johnson’s Consumer Health Products division is committed to sustainability, with key consumer brands planning to switch to 100% recyclable or biodegradable packaging by 2025, and to use renewable energy for all products. That is how the company is working to improve the quality of life and human health, creating and supplying products, by not only taking into account their safety and efficiency, but also the environmental component.
The Le Petit Marseillais® brand introduced a line of organic shower gels with a 100% natural composition and a 99% biodegradable formula to the international market. There are five gels that make up the line – Olive Leaves, Verbena and Lemon, Sweet Almond, Peach and Nectarine, Wild Blueberry. All of them are certified by Cosmebio® and EcoCert®, confirming that all stages of production meet the quality requirements for environmentally friendly products.
The Mildberry team carried out a local adaptation of the Le Petit Marseillais® organic line packaging for the Russian market. The global design of the brand line was complemented by a cardboard holder that conveys the benefits of the product.
Today, Johnson & Johnson products are sold in 175 countries: the company owns sanitary, medical and pharmaceutical brands, one of which is the Hexoral® line of broad-spectrum antimicrobial and antiseptic medicine.
The Hexoral® brand team and Mildberry agency carried out a comprehensive update of the entire product line. Today, the brand’s portfolio includes four sore throat products, available in two formats: aerosol and lozenges of various effects.
Hexoral® is an over-the-counter medicine, so it is especially important for the brand that its packaging makes it stand out on the chemist’s shop shelf and in online pharmacy catalogs, and also provides enough information about the medicine’s purpose, characteristics and method of use.
According to Deloitte, in H1 2020 alone, the internet medicine ad market in Russia grew by 43%, which increases the need for a visual solution that will work better than the competitors in the digital space. The main task of the updated design is to convey the effectiveness of the medicine and to relay the main benefits to the buyer as accurately as possible, since the consumer chooses an over-the-counter remedy on his or her own.
In the coming months, the new design of the Hexoral® drug line will be available in pharmacies throughout the country.