BRANDING
REBRANDING & NEW PRODUCT LAUNCH
This part of my portfolio is the effort of a talented team I have the pleasure to drive and lead.
I don’t do branding for the fonts. I do it for the spark - when chaos turns into a concept that hits like truth.
Because let’s face it – without the idea, it’s just a brand too scared to speak.
LET`S DO IT!
As Head of Branding, I led a rockstar team to rebrand Veganic.
Plant-based. Tasty. But not ready to break into international markets.
Goal? Make a statement at SIAL Paris.
But we didn’t just stop there. We designed a distributor's pack to show we’ve got our partners’ backs - all the digital and print materials they need.
THE SOURCE
Old design? Fine. But the colors didn’t make sense. So, we grouped the products and picked the right colors for each.
Boom.
And then there was the "log" — a 3-5 kg meat substitute that had no personality. We renamed it "THE SOURCE" because it’s the core of the Veganic universe.
RESULT?
EVERYBODY LOVES IT!
New vibe. New visuals. Fresh tone.
And guess what? Our distributors and the biggest retail chains love it too.
Big win.
THE CHALLENGE
Some brands get stuck. One product. One shelf. One idea of who they are.
Retail chains didn’t see UVIC as BBQ brand.
So as a Head of Branding, I led the birth of a whole new brand.
We came up with "Jüri Lihameister".
A name with grit.
A name that sounds like someone you'd actually trust with your meat.
MARKET INSIGHTS
30+ products. All over the place.
We gave them structure. Categories. Clarity.
Then came design.
Tough calls, tight deadlines. So I did what works: visited the stores. Watched what caught eyes. What made people stop. What stayed in their hands.
So we gave them color they could feel.
Herb garden green. Blue smoke. Morning sunrise orange.
Summer, but make it meat.
THE RESULT?
A fresh, high-quality look that pops. No more red-on-red-on-red.
Retailers noticed.
And finally - we made it to the BBQ.
GO DAUGAVA GO!
The mission?
Launch a healthy dumpling line in Latvia.
Boost sales.
Make it matter.
So we built a brand from scratch - and brought in a national legend to lead it.
Enter Kaspars Daugaviņš.
Captain. Icon. Not just a face - a believer.
He loved the product. He got the purpose. And he signed on, full heart.
BOLDLY LATVIAN
Deep reds. Iconic symbols. A nod to the flag.
Pride you can see - and feel.
Because this wasn’t just packaging.
It was power.
The same power Kaspars brought to the ice in the 2023 World Championship.
MORE than just food
Every pack sold supports the Latvian Ice Hockey Federation. It’s dumplings with a mission. And a heart.
Daugava Line hit the shelves - and scored big.
In stores. In homes. In the community.
It’s not just selling. It’s uniting.
“WE NEED A BANGER!”
— said our CEO one fine day.
Company have been on the market for 30+ years. The only dumpling producer in Estonia. Solid. Traditional.
New flavors? Risky business. People love what they know.
So we asked ourselves: what’s the one thing everyone loves?
Butter.
And boom - a whole new line was born. Classic butter. Garlic butter. Herb butter.
Your new favorite
Your new favorite
There are tons of dumpling packs fighting for attention on the shelves.
We didn’t want to fight - we wanted to own the shelf.
So we went bold. Designed a package you simply can’t ignore.
A bit of a risk? Sure.
But guess what - our retailers loved it.
COOP added it to their assortment right away.
