Unifying multiple regional tire enterprises under a single corporate brand identity and strategic platform.
Overcoming internal brand fragmentation to support strategic growth and international market expansion.
Operating since 1967 as part of PJSC Tatneft, KAMA had grown into a major domestic tire manufacturer supplying global automakers such as Volkswagen, Skoda, and Fiat. However, its manufacturing facilities and product lines historically operated under separate entity names and fragmented visual styles.
To increase overall business valuation, launch next-generation product lines, and strengthen its international position, the group needed to consolidate its independent operations under a unified corporate brand. PJSC Tatneft selected Mildberry to develop a cohesive brand strategy, architecture, and identity system to consolidate all manufacturing businesses into a single corporate brand – KAMA TYRES.
Conducting market research, structuring brand architecture, and establishing a unified B2B and B2C communication model.
Mildberry reworked the corporate brand structure to align internal business units while presenting a clear, authoritative presence to global buyers.
We analyzed global tire market structures and constructed a corporate brand platform anchored by the slogan "Expertise. Progress. Leadership." This platform established a clear corporate narrative that respected the group's 50-year manufacturing history while signaling modern, high-tech engineering.
We created a modular brand architecture that brought every enterprise within the group under a shared visual core while using flexible verbal extensions to distinguish specific divisions. The modernized visual identity preserved historical brand recognition while standardizing corporate touchpoints.
We built a comprehensive communication strategy defining primary target audiences, core messaging hierarchies, and channel plans. This system tailored messaging for consumer drivers and original equipment (OE) automotive partners, supporting high-profile international industry launches.
A unified corporate brand driving market share and international expansion.
Mildberry delivered a streamlined corporate brand structure that successfully consolidated Tatneft's tire business under KAMA TYRES. The unified brand platform supported the international debut of next-generation product lines, secured significant commercial pre-orders, and reinforced the company's position holding a 19% domestic market share and exporting over 370 product lines across 48 countries.