Bloggers

"Velmi Smachna", a subsidiary of the Karavan holding, is a confectionery distributor in Belarus. As part of its expanding product lineup, the company planned to introduce a new jelly candy brand. Fabula Branding was tasked with building the brand identity, including positioning, naming, and packaging design.

The brand’s identity was shaped based on its core audience—children, teenagers, and young adults. For them, jelly candy is an everyday purchase—a treat for dessert, a quick snack, or something to share during family and social gatherings. This candy is all about moments of joy and indulgence, making it the perfect way to treat yourself or your loved ones.

This idea combines the product’s physical attributes with its emotional role—extending moments of joy. The brand’s messaging encourages consumers to prolong happy moments with this new jelly candy.

It plays on the cultural phenomenon of blogging, a central aspect of modern digital life. Just like a successful blogger finds their audience and becomes an influencer, a strong brand connects with consumers and leaves a lasting impact. The name reinforces the brand’s positioning, celebrating the idea of capturing, cherishing, and sharing special moments with the world.

The verbal identity provided a creative foundation for the design team. The visual identity of Bloggers features:

• A bold, juicy logo with three-dimensional appeal, reflecting the product’s chewy texture and fun factor.
• A vibrant color palette that makes the packaging instantly eye-catching.
• Playful, animated jelly characters that establish an emotional connection with consumers.

"Standing out on the shelf is tough—major players like Bon Pari, Fruittella, and Chupa Chups dominate the market. We needed to match their brightness and impact. That’s why we fully leveraged the Pantone palette and closely monitored the printing process. The result? Bold, juicy, and impossible to ignore!"

Fabula Branding developed a tone of voice and outlined how the brand should interact with different audience segments. The agency provided:

• Guidelines for visual content to maintain brand consistency.
• Recommendations for communication channels, both primary and secondary.
• A structured approach to influencer partnerships to amplify brand reach.

The team also introduced practical branding tools, including:

• Customer Journey Mapping (CJM) to refine user experience.
• A communication matrix to streamline marketing efforts.
• A curated selection of relevant influencers and platforms.
• A step-by-step roadmap for executing the communication strategy.

In collaboration with the client and Letozh Factory—part of the Karavan group—the agency oversaw the entire implementation process, from prepress to final printing supervision.

"Sales have already begun, and we’re fully immersed in active product promotion. We believe Bloggers will grow beyond a national brand to become an international success. An exciting road lies ahead!"