Introducing KremSer a New Sub-Brand
from SM Ryki

From the very beginning we partnered closely with SM Ryki to build the brand and its positioning from the ground up.

Our Process

1. Market & Trend Analysis
Using quantitative and qualitative research, SM Ryki’s strategic input, and our own trend studies, we mapped the visual landscape, identified open niches, and defined the creative direction.

2. Naming & Packaging Concepts
After internal brainstorming we developed the name and multiple packaging concepts. Our goal was to communicate the essence of a new product, win over existing SM Ryki customers, and attract new ones. We also explored what the product would look like if its graphic style referenced one of SM Ryki’s top existing products — we value brand DNA, especially when it’s recognisable and authentic. Inspired by this unique spreadable cheese, we created five original concepts plus an additional adaptation of the current design for the new category.

3. Brand Architecture Workshop
During the process we identified an important issue: the existing portfolio lacked a clear brand architecture and SKU hierarchy. Since we were creating a brand for a category new to SM Ryki, we organised a workshop and agreed on a new structure — keeping a Branded House model for the traditional line and choosing an Endorsed by format for new categories. This ensured clarity and consistency.

4. Consumer Testing
We ran focus groups across different regions of Poland. Discussions were lively, but one concept stood out as the favourite. We refined the design based on the recommendations — that’s exactly why we test our ideas.

5. Final Design & Launch
In the final stage we prepared print-ready files, designed five lid variants with unique recipes, created the outer packaging, and developed the key visual.

The Result

Today KremSer is available on shelves across Poland. We’re proud to have created a distinctive and creative design for a natural product that delights both consumers and our client.