At the start, we were pleasantly surprised to learn that we had to work under strict secrecy. The brief only hinted at the future product, leaving us complete creative freedom. For the first time, we could think outside the box and beyond the VK Megabrand Guidelines.

Over many months of work, we developed more than 400 concepts varying in name, form, and meaning. Even at this stage, these concepts showed strong potential to become the full brand visualization.

The application was built using the VKUI system design parameters. For this project, it was decided to firmly integrate food-related fonts into the communication. VK Sans Display already included a stylized set featuring a rounded letter “a.”

Black dominates the brand palette. The main accent colors are Deep Blue and Techno Mint, followed by secondary Purple. Violet is used in limited quantities.

Radial gradients were used for stylization. The radial shape follows the logo’s form and adds depth to the background. The composite gradient works well on both black and white backgrounds.

To maintain the KV message, you can use either grocery interfaces or lifestyle photos. When placing interfaces on the layout, it’s important to consider scale and avoid including small details within the screen.

From the start, a full range of communications was developed for the brand, including presentation templates. This greatly helped during the product’s market launch.