Smekalka

А client came to us with the idea to launch an entirely new brand identity for a company that sells natural, ready-to-cook foods online. Our goal was to figure out the company’s positioning, name, and visual identity.

The company name needed to be memorable, look good on paper, and have a nice ring to it. It needed to reflect the company’s positioning and be easy to transliterate. Above all, we wanted the name to represent a story that people could relate to and fall in love with. 

We turned to the Russian national character, specifically our ability to find a way out of life's most difficult situations. And there’s one, untranslatable word that represents just that: “Smekalka”. Loosely translated as “resourcefulness”.