MILDBERRY branding agency has developed a new package design for the software products of Kaspersky. As a result the Kaspersky brand has been given individuality that makes it stand out while being easy to understand and attractive both in local and global markets.

A new package design for Kaspersky software has really become long overdue; in effect the brand did not have an integrated concept for the package; every software product had its own package design, pretty much independent of all the others. With the global scale of the Kaspersky brand taken into account, this created significant problems that prevented the development of a wholesome brand image.

It was necessary not only to develop a new, more modern and communicative design, but also to achieve the following goals in the process:

— to construct a clear product matrix
— to develop an easy-to-use structure of the box
— to determine the principles behind the development of the brand’s product ranges.

In effect the final goal of the project was to upgrade the brand to a whole new level of communication with customers that takes into account all types of the company’s software products and all the consumer groups these products are targeted for.

To achieve all these goals MILDBERRY not only had to tap into the creative potential of all its employees but also to carry out strategic marketing analysis of every proposed concept. The agency developed seven package design concepts each being able to achieve all of the goals stated above.

According to the concept chosen, a key element in the new design structure, shared by all the products of Kaspersky is a stylised letter K, which reflects both the individuality of the brand and the fact that there is one specific person behind it. Thus this letter becomes a symbol of the reliability and quality of the software products made by the company.

The new package design structure for Kaspersky products manages to successfully get across several communication messages in a single strong brand.