Lead
During the pandemic, a major producer of restaurant semi-finished meals lost 80% of its capacity as dining venues shut down. The company turned to EVO BRAND for a solution. We proposed a complete pivot — launching a consumer-facing ready-to-eat food brand. Our team developed the concept, strategy, identity, packaging, and guided the product to market.
Context
COVID-19 restrictions closed B2B channels overnight. At the same time, the home-food segment was rapidly expanding, driven by demand for convenient and natural products.
Challenge
Restore production volumes, create a new consumer product, and build alternative sales channels beyond the restaurant industry.
Insights
– Consumers sought convenient, natural meals requiring minimal effort.
– “Ready-to-eat at home” was becoming a dominant category.
– The segment lacked strong, clearly positioned brands.
Solution
Brand Strategy
– Defined the positioning around natural, preservative-free meals for home.
– Built a clear value proposition and product structure.
Product Development
– Designed a full assortment: ready soups, pilaf, pasta, buckwheat, vegetable stews, natural fruit drinks, and more.
– Selected technologies to preserve natural quality.
Identity & Packaging
– Created the brand name “Vkus-City”.
– Developed a clean, modern identity system and packaging for the entire range.
Digital Presence
– Built a brand-first landing page with a structured catalog.
– Developed marketplace storefronts.
Go-to-Market Strategy
– Phased expansion: marketplaces → retail chains → national coverage.
– Prepared visual and communication assets.
Results
– Production capacity was fully restored.
– Vkus-City now sells nationwide through major marketplaces and retail chains.
– The brand holds a stable position in its category.
– A non-ecommerce website serves as an effective brand hub.
EVO BRAND’s Role
We delivered the full scope: strategy, visual identity, product development, packaging, digital assets, and marketing groundwork. AI tools were used for market analysis and workflow acceleration.
Conclusion
A crisis moment became an opportunity to build a strong, scalable brand now present across Russia.