Traditions, craftsmanship, quality

The history of mustard production in Russia dates back to the 18th century. At one of Catherine the Great’s receptions, Count Beketov tried her favorite treat, mustard oil that the Empress ordered from England, and promised that he would grow Russian mustard and that its oil would taste better than the English one.

Mustard produced by Johann Conrad Neitz, whose business later went on to his son-in-law, Johann Caspar Glitsch, was served to Emperor Alexander I. The “Imperial blessing” given in 1810 marks the birthdate of mustard-producing industry in Russia.

Sarepta mustard oil mill in Volgograd is the heir and successor to the traditions established at the beginning of the mustard industry at the mill owned by Johann Caspar Glitsch. It is Russia’s largest modern production facility for waste-free processing of mustard seeds.

Thanks to the success of Russian mustard production, the Sarepta industrial center became famous far beyond Russia. Alongside the French town of Dijon, Sarepta is rightfully known as one of the global mustard capitals.

The Sarepta trademark has survived several historical periods, and its visual image was affected by the changes in times, society, and design trends.

It was crucial for us to bring together the disparate visual codes as part of the corporate identity and package design, in order to provide the brand with a holistic and modern look while preserving the connection to its rich history.

Great history, market leadership, unique technologies, and global recognition became the key characteristics for the Sarepta brand positioning.

The design strategy was to strike a balance between the traditional and the modern. It was vital to maintain the reference to the deep historical roots of the brand, while at the same time emphasizing its relevance and leading position on the market.

The product portfolio can be easily adjusted thanks to the well-organized design structure: the design of existing packages can be updated, and new products can be brought to market.

Throughout its lengthy history, the Sarepta brand has used various images as a trademark symbol, ranging from the royal coat of arms to the Lutheran church building. After a thorough examination of the entire complicated evolutionary path of the brand, we chose the simplest but most commonly used symbol — the mustard flower. It directly reflects the product and symbolizes the unique region with rich history as well as the brand itself.

Client: Sarepta

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