Transforming traditional wafers into an everyday, emotion-led sweet snack that brings instant optimism to modern consumers.
Helping a legacy confectionery producer capture new market share by reframing wafers from traditional tea treats into versatile sweet snacks.
Founded in 1924, Spartak factory set out to expand its regional footprint by launching a line of wafer bars into competitive retail markets. However, category analysis revealed that wafer shelves were overcrowded with obscure, functional product concepts, forcing brands to compete strictly on basic taste varieties and packaging updates.
Furthermore, wafer bars were increasingly competing against mainstream chocolate bars in the high-stakes sweet snack market—a segment dominated by legacy global brands with extensive marketing budgets. To win over a broad demographic ranging from students to working adults, Spartak turned to Mildberry to build a fresh, emotionally resonant brand identity from scratch.
Creating a universal brand strategy, name, and emoji-driven visual identity centered on positive, bite-sized moments of joy.
Mildberry positioned the new brand around lighthearted everyday optimism, bridging the gap between nostalgic comfort and modern snacking habits.
We shifted the consumption narrative away from traditional sit-down tea breaks toward modern, on-the-go snacking. By recognizing that daily routines often lack quick, uplifting breaks, we created the name "Smiletime" to position the wafer bar as an accessible mood-booster and companion for simple, joyful moments.
To establish a distinct personality and streamline flavor selection, we built a visual concept around original brand emojis. Each flavor variant features its own expressive character, giving the packaging an engaging look that appeals across age groups while driving strong shelf stand-out.
A modern, highly engaging brand platform that gave Spartak a competitive edge in the sweet snacks segment.
Mildberry delivered a complete brand platform, from positioning and naming to custom packaging art, that elevated Spartak’s wafer line into a contemporary, lifestyle-oriented treat. By uniting diverse consumer groups under a single, uplifting promise, Smiletime successfully established a clear brand identity capable of competing in high-traffic retail environments.