Vitayem! is a Belarusian greeting that can be translated as ‘we welcome you’. The national spirit of the trademark is supported by a slogan in Belarusian that is easy enough to be understood by a Russian-speaking audience: “Where people eat cheese, they live well!”
The logo is a large typographic block with the name of the trademark and a transparent window shaped like a moustache. Cheeses in the product line are differentiated by the colour of the background behind the logo. The brand mascot is a cheerful and ‘cheesy’ Belarusian man with a golden moustache, beard, and freckles. He is happy to welcome guests to his house and is always ready have fun.