Reimagining the Mriya Brand: Relaunching Spice Packaging and Introducing a New Category of Herbs

Task

For over 20 years, "Mriya" has been the most recognizable spice brand in the Ukrainian market. The primary goal of the project was to refresh the design to boost sales, preserve brand recognition, and attract a new audience.

Creating New Product Lines

Monami ADV, in collaboration with the client’s team, developed three unique product lines: O’Peppers, Original, and Ingredients. Each line is based on a strategic conceptual platform, enabling the brand to scale its offerings. The new assortment structure became more understandable for consumers and reinforced the brand’s position as a market leader.

Packaging Design Solutions

To reflect the quality and heritage of "Mriya," Monami ADV conducted in-depth research and tested numerous options. The final approach centered on illustrations of the plants used to create the spices. Botanical drawings inspired by vintage herbariums highlight the natural origin of the products, evoking an atmosphere of lightness and sophistication.

The packaging design combines natural colors with transparent windows, allowing consumers to see the product inside. Tinted elements protect the spices from sunlight, with the shade varying by product type. The reverse side of the packaging includes usage tips, making it not only visually appealing but also highly functional.

The "Mriya" logo was modernized, becoming sleeker while retaining its recognizability. The addition of "100%" emphasizes product purity and lack of additives, strengthening consumer trust.

Results

The new design ensured the brand stood out on shelves among competitors, thanks to custom illustrations and precise graphic elements. The clear packaging architecture simplifies the selection process for consumers, saves time, and enhances trust in the product.

The relaunch of "Mriya" is not just a design update but a strategic step to strengthen the brand’s market position.