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Soj
Creating a strong, recognizable brand for a niche product in the health food segment.
  • Increased brand awareness by 47%
    Recognition among CA increased by 47% (based on survey data 6 months after launch).
  • Increased loyalty
    Positive feedback on the new design and "honesty" of the packaging on social networks and marketplaces.
  • Improved perception
    The brand became associated with premiumity, naturalness and healthy choices.
  • Strengthened online presence
    The revamped e-commerce website became a consistent extension of the brand in digital.
Soj bars had a quality composition, but were getting lost on the shelf:
Client Problem
  • Visual identity
    The visual identity did not reflect the premiumness and benefits of the product.
  • Packaging
    Packaging did not stand out from competitors or communicate key benefits.
  • Emotional connection
    The brand did not create an emotional connection with the target audience (HWI audience, vegans, athletes).
We conducted a complete Soj brand transformation, creating:
Our solution
  • Strong positioning
    - A focus on "Pure Nature Energy" - linking it to naturalness, benefits, active lifestyle.
    - Clear differentiation from "just candy bars".
  • Recognizable visual style
    - Logo: Modern, "natural" mark combining sprout/energy abstraction with a clear name.
    - Color Palette: Natural, "tasteful" colors (greens, terracottas, purples - depending on taste) + emphasis on white/eco-textures for cleanliness.
    - Typography: Clear, modern, friendly.
    - Graphics: Close-up photos of ingredients, illustrations of nature (leaves, rocks) in a minimalistic style.
  • Sales packaging
    - Emphasis on composition: Clear visualization of key ingredients (nuts, dried fruits, seeds).
    - Texture play: Use of tactile effects (embossing, selective varnish) for premiumization.
    - Honesty and usefulness: Brightly colored badges for "Raw", "Sugar Free", "Vegan", "Protein".
  • Updating the digital environment
    - Transferring the new brand aesthetic to the website.
    - Simplifying navigation and emphasizing the benefits of the product.
    - Creation of sections "Brand Philosophy", "Composition and Benefits".