In its 20 years of existence, Korkunov has defined the standards in chocolate gifting, and its pralines have become synonymous with the feeling of 'you mean something to me'. But in recent times, the category has evolved – and definitions of luxury and premium have also changed.
Faced with the commercial challenge of 70% of sales coming from formal seasonal gifting, we needed to help shift the perception from being the go-to gifting product of choice to Russia’s leading chocolate brand. In doing so broadening the occasion for the brand and providing the platform to set the standards for Russian Chocolate for the next 20 years.
To achieve this, Korkunov needed to address its perception, to not only ensure it realigned with these new definitions but also to shift the attention from its eponymous founder. And for a brand that was only two decades old, it had acquired an unnecessarily old-fashioned image it needed to shake.
By carefully crafting, refining and underlining the core property of the brand, not only was a more contemporary visual identity of the brand developed, but a renewed sense of quality was injected.
Serendipitously, both the Russian word for quality – kachestvennyy – and the brand name itself begin with the same letter.
This permitted parallels to be drawn with the brand expression – 'quality always starts with a K'.
"It has been a pleasure to collaborate with Taxi Studio on the re-brand of Korkunov. The team has been very passionate and dedicated to reinventing the brand, bringing an enormous amount of craft and expertise to create a distinctive and modern brand. This work has reinvigorated and elevated Korkunov, and we’re excited about the platform this has provided us to grow the brand."