Conference «Beyond the Shelves»
April 14 | Tuesday
16.15 – 18.00
Conference-hall,
pavilion 1
pavilion 1
What happens before a beverage becomes a brand? The shelf is the final stage. Before that, there is a long process that will determine whether the beverage will become a brand or remain just a commodity.
We invite you to attend the conference of the Association of Branding Agencies of Russia, where experts will analyze what really influences consumer choice: how strategy is transformed into design, why minimalism does not always work, how retail and consumption scenarios change the rules of the game, and what mistakes can devalue even an excellent product.
This is a conversation among professionals about the behind-the-scenes of the beverage industry — about the work that is not visible, but which determines what will be chosen on the shelf.
We invite you to attend the conference of the Association of Branding Agencies of Russia, where experts will analyze what really influences consumer choice: how strategy is transformed into design, why minimalism does not always work, how retail and consumption scenarios change the rules of the game, and what mistakes can devalue even an excellent product.
This is a conversation among professionals about the behind-the-scenes of the beverage industry — about the work that is not visible, but which determines what will be chosen on the shelf.
Schedule
Alexey Fadeev
Creative Director and Partner at Depot
How to find a white cat in a white room
The world has plunged into minimalism. It's trendy, it's beautiful, it's expressive. Manufacturers compete to see who can create the most minimalist design for their product.
The “dictatorship of the white square” has arrived. However, in reality, this is a sweet trap, especially for young new brands. It is a beautiful path to their suicide.
Let's try to understand the nature of this fashionable phenomenon, take an honest look at it, and assess our chances.
Design versus design.
The world has plunged into minimalism. It's trendy, it's beautiful, it's expressive. Manufacturers compete to see who can create the most minimalist design for their product.
The “dictatorship of the white square” has arrived. However, in reality, this is a sweet trap, especially for young new brands. It is a beautiful path to their suicide.
Let's try to understand the nature of this fashionable phenomenon, take an honest look at it, and assess our chances.
Design versus design.
16:15 – 16:25
Dmitry Ivanchenko
Co-founder and Creative Director of PinotAgency
Label as an argument: the role of branding in the commercial success of Russian wine
- Introduction: wine as a subjective product
- Why consumers choose Russian wine
- The importance of brand and design (label) in the choice
- How to build a compelling brand design for Russian wine
16:30 – 16:40
Maria Glushankova
Project Manager, Brand Hub
A bottle rack or a club for enthusiasts: how to change the wine retail paradigm to survive in an era of instability
We will analyze why the classic “wine supermarket” model with its endless shelves repels customers rather than attracting them, and show how, by changing the paradigm through strategic identity development—from a “pharmacy for the select few” to a “living room for friends”— wine retailers can turn external crises into opportunities to build deep and lasting connections with their audience.
We will analyze why the classic “wine supermarket” model with its endless shelves repels customers rather than attracting them, and show how, by changing the paradigm through strategic identity development—from a “pharmacy for the select few” to a “living room for friends”— wine retailers can turn external crises into opportunities to build deep and lasting connections with their audience.
16:45 – 16:55
Anna Sobyanina
Director of the branding agency A.STUDIO, ABKR Ambassador for the Siberian Federal District
Strategies for attracting consumers and differentiating from competitors through a unique format, product range, and customer experience.
Case study: Medny Velikan Brewery
Case study: Medny Velikan Brewery
17:00 – 17:10
Alexander Gorbunov
Commercial Director, «Medny Velikan Brewery»
Strategies for attracting consumers and differentiating from competitors through a unique format, product range, and customer experience.
Case study: Medny Velikan Brewery
Case study: Medny Velikan Brewery
Sergey Redin
CEO of REDIN branding agency
Why good drinks don't sell: the gap between product, packaging, and perception
- Why high product quality does not guarantee commercial success.
- How consumers decide to buy a drink without tasting it.
- The role of packaging and branding in shaping product value.
- Common mistakes made by manufacturers that devalue drinks on the shelf.
- How research and branding help create added value without changing the product.
17:15 – 17:25
Dimitrina Mitakova
Senior Strategist, Radar
From category to scenarios: competition off the shelf, or what functional drinks are really fighting for
What trends and shifts are we seeing in the beverage industry today? Using functional beverages as an example, we will discuss how this new category is changing the market and disrupting the order on every shelf.
We will talk about what is meant by functional beverages today, the context in which this category was formed, how it has developed, and what new products are available in it. We will look at key figures and trends, and analyze how functional beverages compete with several categories at once and why the boundaries between them are becoming less and less significant.
What trends and shifts are we seeing in the beverage industry today? Using functional beverages as an example, we will discuss how this new category is changing the market and disrupting the order on every shelf.
We will talk about what is meant by functional beverages today, the context in which this category was formed, how it has developed, and what new products are available in it. We will look at key figures and trends, and analyze how functional beverages compete with several categories at once and why the boundaries between them are becoming less and less significant.
17:30 – 17:40
Andrey Gornov
CEO of the branding agency Getbrand
Effective rebranding / redesign: how to bring in something new without killing sales
- What are rebranding and redesign? Why are they necessary? (What is the difference between them?) How can you tell when rebranding is needed and when redesign is needed?
- Effective rebranding/redesign: what does it need to include in order to boost sales?
- Examples of effective and ineffective rebranding/redesign (based on the author's tool “Three Layers of Effectiveness”): juices (Dobry, Lyubimy), energy drinks (Drive me, Lit Energy)
17:45 – 18:00
Conference moderator
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Dmitry Ivanchenko
Co-founder and Creative Director of PinotAgency
Co-organizer of the conference
Association of Branding Companies of Russia
ABKR's mission is to enhance the reputation of the “Russia” brand in domestic and foreign markets by creating successful local brands.
For more details, please visit the official website.
ABKR's mission is to enhance the reputation of the “Russia” brand in domestic and foreign markets by creating successful local brands.
For more details, please visit the official website.