Kreolak

The company operates two production sites in Russia and Belarus and has its own laboratory equipped with modern measuring instruments.

In addition to its core product category, Kreolak’s portfolio includes solutions for adjacent areas: veterinary coatings, cleaners, and protective compounds for various industries. This resulted in a broad but fragmented assortment, where products existed without a unified logic or system.

Fabula Branding was tasked with rethinking the brand, structuring the product portfolio, and creating an integrated platform that would highlight the company’s expertise and support future scalability.

● conduct research into the market, competitors, and audience;

● audit the existing brand and product portfolio;

● develop the architecture of the product portfolio;

● define the positioning of the umbrella brand;

● update the identity and visual system;

● create principles for the design of product lines and brand applications;

● develop the brand’s verbal communication.

The work began with a comprehensive analysis of the category, competitive environment, and the brand’s internal state. The research showed that Kreolak had strong technological expertise and a developed R&D base, yet this advantage was not being communicated at brand level. The visual and communication system was fragmented and did not convey a sense of stability or consistency — key trust factors in the B2B segment. A number of structural issues were also identified, including the absence of a clearly defined umbrella brand.

At the same time, the brand had an important intangible asset: its own character, tone, and attitude toward the product.

Kreolak redefines its role, transforming from a coatings manufacturer into a developer of systematic solutions that manage quality, reduce risks, and ensure production stability. The brand becomes a technological partner whose expertise directly affects product preservation and the efficiency of clients’ businesses.

The idea of a formula speaks to precision, a scientific approach, and expertise. Protecting the future is about a result that goes beyond the present moment and creates long-term resilience.

The brand’s visual system is built around the ideas of structure, stability, and consistency. The logo was redesigned as a typographic composition enclosed in a square. This technique became the key visual device. The square symbolizes stability and reliability, while also serving as a formative element of the identity. It scales across brand applications, packaging, and communication materials as a frame and compositional structure.

For product differentiation, a system of bright colors was developed, making it easier to navigate the assortment and build clear navigation within the portfolio.

As part of the project, Fabula Branding also developed a concept for brand applications, ensuring a unified visual language across all touchpoints.

The key verbal element of the brand is the slogan: “We know how.” It rhymes with the name Kreolak, making it easy to remember and strengthening the brand’s overall coherence. The meaning of the slogan lies in demonstrating a confident, expert position. The brand speaks to the market as a professional that understands processes and offers solutions.

These are confident, lively phrases that can be used in digital environments and on printed materials.

A clear product portfolio architecture was built, positioning was defined, and a visual and verbal communication system was created to ensure recognition and scalability.