Jiten Dar was a well-known brand on the Bulgarian market, although its position was gradually weakening…
An appetizing brand
Mura is a leading brand on the Bulgarian chocolate market, from the Nestle portfolio. As with any brand which wants to maintain its leading position, constant image work and adaption to the changing market situation are necessary. An additional impulse for changes is usually the widening of a product line and changes in communication strategy. In the case of Mura, the key was to highlight its palatability and flavor diversity.
The force of impact
The agency’s task was a redesign of the filled chocolate line: making changes to increase the impact
on the buyer’s senses, and underlining both the chocolate’s taste and the filling’s ingredients.
Navigation and senses
Within the framework of consistently perceived visual identification schemes of Nestle, there was a coherent high-impact range of chocolates, attracting the buyer’s attention
with its characteristic logo and red background. In this case, we decided not to use a typical color code, choosing instead to use a strong brand block and large, vivid visuals showing the taste. You could say that instead of a rational, orderly navigation system, the emphasis was on driving the impulse buyer with their senses and emotions.