Renewing Makiz, a national brand, was a large-scale project that covered everything from strategic rethinking to a complete visual system and a new packaging range. The goal was a coherent brand concept and a brand identity reflecting the company’s updated strategy and market ambitions.

We began with in-depth analysis, studying competitors’ visual identities and benchmarking best practice in the category. This revealed both the established codes of the market and opportunities for differentiation. From this analysis we formulated the brand concept that became the foundation for the entire design system.

We developed a flexible visual identity that includes the logo, brand color palette, custom typography, an icon system, modular grids, patterns and imagery principles. The visual language was built to scale easily across product categories and communication touchpoints.

We paid special attention to packaging as the key consumer touchpoint. The new concept was rolled out across the product range and later adapted to different categories (grains, flour and dumplings), keeping the brand coherent and recognizable on the shelf.

Building on the design system, we produced templates for brand applications and a full brand book that sets out how to work with the brand at every level.

The project resulted in the launch of products in the new packaging and a systematic, modern image for Makiz: a national brand with a clear strategy and a strong visual identity.