A study of the Russian market earlier this year showed that demand for unusual varieties of flour was rising, and interest in vegetarianism, healthy living and international cuisine was also increasing. Seeking to expand its offer for the Russian market, Indian import/export company Shree Salasar Balaji Enterprise commissioned a rebranding.

The product now sells in Russia as Bolshaya Pol’za, which means ‘great benefit’. Graphics convey essential information about the unfamiliar products. Each packet is printed in a single colour to help distinguish between pea, corn, buckwheat and rice flour, as well as to keep costs low.

Colour coding is a key part of our Kaizen Living design direction.

For more on Russia’s evolving consumer tastes, read our Russia Market insight.