Sami-s-Usami is a new game-changing brand that will revolutionize the Russian baby-food market. Pearlfisher developed the brand strategy from concept to final execution, this included a portfolio architecture, naming, art direction, identity, packaging, and web design.
"The Russian baby-food market is rapidly growing and full of increasingly sophisticated international players. The challenge with traditional local baby-food brands is they are functional, old-fashioned and lack taste appeal; and as a result they do not generate the same engagement or trust as foreign brands. We identified the opportunity to create an aspirational, affordable and emotional brand for the under-exploited value segment which does not play by the rules. We created Sami-s-Usami – a brand inspired by foreign design cues – to reassure mums and communicate baby-food in a modern and navigable way. Sami-s-Usami puts babyhood at the centre of the family’s attention and evolves the baby-food world from protective and functional to playful, tasty and engaging."
– Rory Fegan, Brand Strategy Director, Pearlfisher
"Sami-s-Usami, meaning ‘we are wise by ourselves’, is a new brand and range of products created by Umnitsa, one of Russia’s most trusted and progressive baby-food companies, targeted to price conscious yet aspirational Russian mums. In addition, it is the brand of choice for a growing segment of health-conscious consumers who use baby-food, specifically fruit and vegetable based purees, to supplement their diet."
Founding Partner & Chief Creative Officer: Jonathan Ford
Design Director: Jeanette Clayton
Brand Strategy Director: Rory Fegan
Account Director: Joanna Peirce