Wafelis New Brand Development

Task

The Tajik confectionery factory Amiri approached Monami ADV to develop a new brand in the wafer category. The task required completing positioning, naming, and a packaging system.

In this segment, consumers trust more in international brands than local ones. Therefore, the new brand needed not only to stand out on the shelf, but also to overcome these barriers and compete confidently with foreign players. 

Solution

The project began with clarifying positioning and defining product qualities as the central idea. The active and dynamic WAFELIS logo sets a bold tone, while the bright packaging system clearly highlights flavors and attracts attention on the shelf. 

The visual concept translates product physical qualities into graphic metaphors. Wafers float in the sky, supported by cloud graphic elements that reinforce lightness, airiness, and crisp texture of the snack. Bright color blocks clearly differentiate flavors, ensuring strong shelf impact in a crowded FMCG category. 

The visual system is built for scalability. All elements can easily extend across flavors and formats without losing recognition. The structure remains clean, functional, and commercially effective — balancing playfulness with clarity.

Conclusion

WAFELIS establishes a distinctive presence in the mass market rather than imitating category clichés.

The packaging creates instant emotional recognition, clearly communicates product attributes, and stands out on the shelf. The brand delivers a memorable and joyful identity proving how strategic design can build trust and competitiveness.