Dark Side — new kvass, that was created to expand the current “Alivarski kvass” product line and to refute the idea that kvass is boring, old-style and that it can’t be a competitor to CSD.
The kvass category in the non-alcoholic beverages market ranks third. This category is quite traditional, in demand with an audience of 25-50 years old. Almost all producers use the same visual images that are typical for kvass: bread, wheat, traditions, village. At the same time, the СSD category continues to be the leader in the non-alcoholic beverages market, attracting a younger audience of 16-25 years old that prefer Coke and Pepsi drinks.
Thus, the agency task was to develop a trademark that will switch CSD consumers to kvass. PG Branding aimed to develop a product that would draw attention by fresh and breathtaking design, that will be just as natural as other Alivarian kvass, despite the absence of classic natural design patterns (bread, ripe wheat, well, fields, haystacks and rustic romance).