Approached us with a mission:
«We were faced with a task —
to launch a new Ukrainian brand. »
Who?
BoKhlib
Why “BoKhlib”?
That’s the bread you love to get
in the supermarket. You think it’s been kneaded
right there, but it
actually arrives frozen from the
“Chanta Bread” factory.
So, “Chanta Bread” decided to step
into the ring and open a chain
of bread cafes. Where it would be
kneaded, frozen, and baked.
And they called it “BoKhlib”.
BoKhlib
a bread & coffee space
“CHANTA” IS A MODERN UKRAINIAN
BREAD FACTORY.
A factory that takes care of recipes and technologies, up until the moment when the ruddy loaf ends up in a bakery window or on the supermarket shelf.
And BoKhlib is the next step.
Why modern?
The technique, the quality and the craftsmanship with which the bread is made at the Chanta factory is something extraterrestrial in the breadmaking industry. It’s the first factory of such caliber in Ukraine.
The scope of tasks before launch:
- Communication strategy
- The tone of voice and slogan
- Brandbook
- Preparation and printing of all polygraphy before the opening
- Q&A guidebook for the employees
- Content for social media platforms
The first thought we had was: “Oh, Gosh, why didn’t you come to us earlier?” The opening date was close, but the main thing was still not there — the central idea, the message that should make you wanna
buy that bread for yourself and all your friends too.
“How much time we have left?”
Not enough to vacillate,
so we took what had been made
by freelancers before us and started kneading the dough of the concept.
1. THE COMMUNICATION STRATEGY
2. TONE OF VOICE AND THE SLOGAN
— the brand image before/after
— the slogan
— the concept & how it spreads through everything else
— additional catchphrase
We started with market research, competitor analysis and looking for insights.
It turned out that bread has similar to coffee waves of development.
Dasha approves
The personification of BoKhlib is a resourceful lady called Dasha –
the one who’s always aware of what’s trendy, healthy, and true.
Our predecessors had another image: “Grandpa Hlib”
but we replaced him with Dasha, “your mom’s friend’s daughter” who is always one step ahead.
Makes you mad sometimes, but you know she’s right.
“What? You’re cutting out bread to lose weight..?
Darling, it’s time you found out that healthy bread has been around for a long time.
You CAN have it!»
The slogan
BoKhlib
Yes, you CAN !
We have invented not just a slogan,
but a copyright geometry,
a catchphrase that reveals the name,
expands it and becomes a constructor
for endless new formulations.
BoKhlib
after 6 p.m
Yes, you CAN !
BoKhlib
with Avocado
Yes, you CAN !
BoKhlib
right now, while it’s still hot
Yes, you CAN !
So CAN I ?
We will let Kate eat our bread:
with butter, with borsch, with salmon and
cucumber and even a piece after a workout.
Life’s short, our bread is healthy
so… why not?
And the neverending lockdowns…
it’s time to live, not to limit yourself. You CAN have it all, Kate
THE ARCHITECTURE OF THE SLOGAN
From now on we can talk about anything
without losing our main structure:
BoKhlib
YOU CAN !!!
Yes, you CAN !
The additional catchphrase:
BoKhlib is the LOVE
Now you can say anything:
BoKhlib
from 9 till 19
Yes, you CAN !
working hours
And how the world where everything’s
allowed can be shown on social media?
As a world of BREAD,of course!
We are truly grateful
to Tatsuya Tanaka,
the photographer who started
portraying random objects as
individual worlds with the help of tiny human figures .
And yes, it CAN rain over an Easter cake!
What about cafes?
How do we pack it?
The brand book
We were working with the existing color palette and logo, but we enhanced and them and made it look.
The letter «O» from the logo became one of the key elements in the packaging.
Well, words are meaningless here, better see for yourself.
