Vkusnyashki case — branding and communications

Vkusnyashki is a vibrant and emotional brand of marshmallows with chocolate spread, developed through in-depth product and consumer research.

Challenge

The client came to us with an idea for a marshmallow brand featuring chocolate spread in a two-compartment pack. The product was inspired by a simple yet appealing consumer experience: dipping a marshmallow into warm chocolate and instantly enjoying a ready-to-eat sweet treat. At the same time, the client wanted the branding process to be as rational and “mathematically” grounded as possible. Rather than a subjective design solution, they wanted a clear system of reasoning: why the brand should look this way, why the name works, and how the chosen solution would influence product perception.

Solution

We built the process around research, taste testing, and consumer testing of the name and packaging. At the heart of the brand is the idea of a sweet snack that offers a quick moment of enjoyment. The friendly name and packaging featuring two characters made the product lively, distinctive, and emotionally engaging. Here, creativity is not simply decoration but a sales tool: it strengthens the desire to try the product and increases its perceived value.

Ekokon Group is a confectionery manufacturer based in Russia’s Krasnodar region, specializing in chocolate spread production. The company operates its own manufacturing facilities and develops products for the sweet snacks and confectionery market.

Taste research

Together with Dymshits & Partners, we conducted taste testing to understand why consumers might choose marshmallows with chocolate spread and in which situations the product would be most relevant to them.

Brand platform

The research showed that Vkusnyashki is a sweet treat for a broad audience. People buy it for themselves, their families, and their children. The key motivation is not simply to have a snack, but to treat yourself or someone close to you. That is why the essence of the brand was defined as “a favorite treat.”

Naming

We developed around 40 name options to find one that aligned with the brand platform, was easy to understand within the category, increased purchase intent, and strengthened the product’s perceived value. The names then went through consumer testing. Vkusnyashki showed strong purchase intent and increased the product’s expected price after the taste test. Based on the research results, we further refined the brand platform.

The Volshebnye Vkusnyashki logo is built around soft, rounded forms reminiscent of fluffy marshmallows and chocolate. It feels appetizing, friendly, and slightly playful, conveying the brand’s core idea — a little treat that lifts your mood.

The Vkusnyashki mascot is a little marshmallow character that instantly sets the mood of the brand. Soft, playful, and highly expressive, it smiles, reacts with surprise, gets mischievous, and seems to invite you to take a sweet break. Thanks to the mascot, the product feels like more than just marshmallows with chocolate — it becomes a small moment of joy to take with you and share with others.

Packaging

We developed around 20 design concepts to test which visual approach resonated best with consumers. The winning concept was the boldest and most emotional option — packaging featuring two characters.

The survey helped us select the packaging design based on audience feedback rather than subjective preferences. We compared how different concepts were perceived by men and women, looking for the solution with the strongest appeal across both groups. The higher and further to the right a design appears on the map, the broader its potential consumer appeal.

Result

The project demonstrated how a consistent approach to the product, naming, and packaging can shape brand perception. Research helped us identify the key consumer motivation, the name strengthened the product’s emotional value, and the design reinforced its presence on shelf. As a result, the expected price increased by 75% compared with the initial level.