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Client: Amiri
Task: New Brand Development
The Tajik confectionery factory Amiri approached Monami ADV to develop a new brand in the wafer category. The task required completing positioning, naming, and a packaging system. The new brand needed to overcome a main barrier in this segment: consumers trust more in international brands than local ones
The project began with clarifying positioning and defining product qualities as the central idea. The active and dynamic WAFELIS logo sets a bold tone, while the bright packaging system clearly highlights flavors. The visual concept translates product physical qualities into graphic metaphors. Wafers float in the sky, supported by cloud graphic elements that reinforce lightness, airiness, and crisp texture of the snack. Bright color blocks differentiate flavors, ensuring strong shelf impact in a crowded FMCG category.
