Malina

A lifestyle brand with a difference

The first multi-retailer loyalty programme in Russia based on global standards.

Our challenge was to create a name and brand concept for loyalty partners Vostok, drawing on international best practice and adapting to the specifics of the Russian market.

We developed a total brand culture for the new loyalty programme, appealing to a broad range of target consumer profiles. Our work encompassed the name, visual treatment, marketing concept and applications for the loyalty cards, billboards, leaflets, brochures, account statements and web site pages.

The brand name, Malina, has an interesting double meaning in Russian, communicating both the fruit, raspberry, and also a relaxing, enjoyable lifestyle. The brand therefore conveys a positive emotional trigger to communicate the benefits and rewards of the loyalty scheme.

The brand identity is strikingly clear, simple and consistent throughout all forms of communication as well as being fun friendly and memorable.

When it was launched, Malina scooped the overall Grand Prix at the Russian
‘Brand of the Year/Effie awards’. It has gone on to become the most successful loyalty programme in Russia, operating through hundreds of point of sale outlets in partnership with leading retail and leisure operators.

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