Presentation Fabula Branding

1. WE CREATE AND
RESTART BRANDS
PRESENTATION OF THE COMPANY

2. CREATE NEW BRANDS
/ WHAT WE DO

3. REBRAND EXISTING
/ WHAT WE DO

4. FORM THE STRATEGY FOR GROWTH
/ WHAT WE DO

5. TYPES OF BRANDING

6. 1. CONSUMER BRANDING / types of branding
/ naming
/ slogan
/ logo
/ packaging design
/ "turn-key" brands
We form the image,
emphasize the advantages,
differentiate among the competitors.

8. 2. CORPORATE BRANDING / types of branding
We increase loyalty, announce
reliability, form a corporate culture.
/ naming
/ slogan
/ logo
/ brand book
/ guideline

10. 3. SPACE BRANDING / types of branding
We develop the right
communication/message, expertly
brand the space, increase sales.
/ creation of unique verbal
and visual images
/ design of retail premises
/ POS (Point of sale)
materials

12. TEAM

13. Annually, the experts from our company are invited as judges for major industry festivals
and competitions, deliver reports at relevant conferences and business forums, and publish expert
opinions in the media.
Fabula Branding is a rare case where 22 full-time specialists are fully engaged
in branding professionally.

14. TEAM
DMITRY KASHKAN
managing partner
OLGA KASHKAN
creative director

15. OLGA KASHKAN
Founder, co-founder
and creative director of Fabula Branding.
A trusting practitioner.
Judge and member for various advertising and mar-
keting festivals. Certified tutor of the International
Qualification Program NIMA (Netherlands).
She is a creator of proprietary methodologies and
speaker for numerous seminars and conferences in
the field of naming and branding. The first and only
current diploma naming specialist in Belarus
(Moscow, Wordshop BBDO, 2008).
The works created under her leadership have
repeatedly become finalists
and winners of international and national festivals:
PENTAWARDS, "White Square", "
"Idea!", LAMA, Adnak and others.

16. OUR ADVANTAGES

17. OUR ADVANTAGES
WORK
FOCUSED
ON RESULTS
CONSUMER-
ORIENTED
DETAILED
KNOWLEDGE
OF MARKET

18. BRANDING IS THE SOLUTION
FOR BUSINESS TASKS.
IF NOT, IT IS A BAD BRANDING.

19. Doing a design for design’s sake is not us.
The brand can not be “created” or "drawn" – it is carefully developed over time.
НАШИ ПРЕИМУЩЕСТВА
WE CREATE A PRODUCT
WHICH WILL SELL ITSELF.
OFF THE SHELF.
/ our advantages

20. Theoretically does not always mean "commercially successful".
Experience gained in practice, knowledge of the market and intuition -
these are the main factors in the effectiveness of our work.
/ our advantages
WE ARE EXPERTS, NOT THEORETICS.

21. Two things we value and hate
to waste: the time and the money.
Our time and your money.
With us, you always know exactly
the progress of the project, the work
currently being done and what will be
done in the future. No confusing words
or unnecessary services - we do not sell
"air" and do not arrange presentation
shows.
We DO NOT "LEARN" with our clients -
we ALREADY HAVE THE KNOWLEDGE.
/ everything is under control

22. Strictly following the brief
and process, yet at the same
time always offer and seek
a little more, has long been
our philosophy.
/ our advantages

23. During last 9 years as
a market leader, we have
studied the consumer as
much as anybody: we look at
the products through client’s
eyes, we know what they
want, what they like and how
to convince them that we are
the best match for them.
/ our advantages

24. We are first who forced
the world to notice about
the branding work in Belarus:
winning the Pentawards and
having multiple publications
in the gallery of the best works
by Dieline, one of the world's
largest design authorities, are
proof of this.
/ our advantages

25. PROCESS

26. Research is done for the following:
/ Product category;
/ Market conditions, development trends;
/ Competitive environment;
/ Potential consumers
(Psychographic portrait);
/ Product itself
(Its advantages and disadvantages);
/ Positioning of competitors
(Unoccupied niches are identified).
1. ANALYSIS
Based on detailed research, we offer several alternatives for effective
development of positioning concepts and a brand platform creation.
/ process

27. / name
(7-12 names, all of are subject to
preliminary and final review for uniqueness and
name protection; development of subnames);
/ tagline
(10-12 options reflecting the key
communication/message);
/ copywriting
(Name-legend, brand-legend, etc.).
2. DEVELOPMENT OF BRANCH'S VERBAL ATTRIBUTES / process

28. / logo design concept
(3 to 5 alternatives);
/ design concept
Packing in different styles and techniques
(3 to 5 alternatives). The concept chosen by consumer
is fully tested and brought to perfection;
/ visual concept
category-specific
development
3. DEVELOPMENT OF BRAND VISUAL ATTRIBUTES / process

29. Important!
To judge each design concept, we always perform
“shelf test” - visual placement of the product on
a real shelf among competitors in the real market
environment, so the client can fully evaluate the
effectiveness of the chosen option.
When developing a logo and branded
elements, we closely monitor their
adaptability across all media - from pens,
folders and business cards to interior
signage.
4. DEVELOPMENT OF BRAND VISUAL ATTRIBUTES / process

30. We work with great care through each SKU,
so the packaging production by the printing
house perfectly matches the colors intended
for the design layout and the client does not
have an unpleasant or expensive "surprise"
at the time of completion.
We advise on the choice of the optimal form,
material and type of packaging, while always
taking into account your printing capabilities,
budget and production.
5. PRIOR TO PRINTING

31. REALIZATION

32. EFFECTIVE DEVELOPMENT OF THE PACKAGING

34. BRIGHT BRAND STYLE

36. IDENTITY FOR THE RETAIL SPACE

38. RESULTS

39. LEFIRELLE

40. / Quarterly growth in sales for LefirelleLEFIRELLE
Lefirelle began production and first sales were 2Q,
2013. Q3 sales increased by 300% and the following
quarter by another 240%.
Anna Gatsko,
leading franchising specialist
at Krasny Pischevik.

41. VERY!

42. VERY! / Expanding offerings
CATEGORIES

43. The agency has a clear algorithm for its actions from
the moment of brief discussion to the preparation
of printing layouts, which makes it easy to understand
and monitor all stages of the development process.
The company actively involves the client in at the early
stage of brief preparation to more easily form the correct
trademark and achieve best results.
Yuri Zabolotny,
head of the marketing
department at Belvillesden.

44. BONFESTO

45. BONFESTO
3201
3201
6201
MAY
DECEMBER
DECEMBER
4SKU
21SKU
48SKU
/ Increased number of SKUs

46. FRESH NEWS

47. FRESH NEWS / Expanding offerings:
"Fresh news" was a very good find in every sense.
Emotionally, lively, positively, and most importantly,
not looking like anything else. Igor Kononchuk,
director of the holding company
"Babushkina krynka"

48. EMANDHOF

49. Logo and design for Cheese brand
EmandHof developed Fabula
Branding were ranked 8th place
in the ranking of top 2017 brands,
compiled by the magazine Forbes
in collaboration with world branding
experts.
EMANDHOF

50. We were looking for a partner capable to put
heart and soul into a systematic visual presentation
for our products since our company employees
put their soul into the development and production
of our good offerings.
Natalia Chernikova,
director of development
and marketing services
of "Turovsky Dairy Plant".

51. POLOTSKY CRISPBREADS

52. POLOTSKY CRISPBREADS
+27,4%
20152014
+57,3%
+81,8%
+90,5%
before the redesign after the redesign
Polotsky Rye
Polotsky Bran
Polotsky with onions
Polotsky Rye Wheat
Comparative data
with the same period
(second half year).
/ Tastes leaders. Sale Dynamics
+66%2015
2014
Profit from sold products
*

53. FESTIVAL RESULT DRAFT

54. IDEA FESTIVAL
BRAND OF THE YEAR
GOLD
PENTAWARDS SILVER
THE GRAND PRIX
LAMA GOLD
OPEN FESTIVAL GOLD
FESTIVAL RESULT DRAFT
Shpagel
Dairy products design
"Fresh News" trademark
Bonfesto
1 “А”
Tsudounaya Tsukernya
ADNAK
4 SILVER
1 BRONZE
TsudounayaTsukernya,House
Celebration,"Vetlinka","YES",
"FaBulaVelikolepnaya"

56. RECOGNITION BY THE WORLD
DESIGN COMMUNITY

58. OUR CLIENTS

60. BRANDING IS THE SOLUTION
FOR BUSINESS TASKS.
WE CREATE BRANDS DESIGNED FOR COMMERCIAL SUCCESS!
facebook.com/FabulaBY
BELARUS
Surganov street, 41-301
220013 Minsk, Belarus
Tel. : + 375 17 292 91 23
Mob. : + 375 29 685 77 46