Alexander Goryanin
Category and audience analysis, platform, positioning, verbal identity, copy, and communication strategy.
Laundry care · brand rebuild · 2025–2026
OCTO
02 / OCTO
From an existing brand to a system that works on packaging
We rebuilt the platform and positioning, developed the octopus idea embedded in the name into verbal and visual systems, and created packaging architecture for multiple formats.
View the product at Golden AppleThe existing brand needed more than new packaging
We kept the name and unified the product range
When we joined, OCTO already had a name, products, and an assortment framework. The task was not to discard this foundation or design a single SKU.
Expanding the range required a shared category position, a distinctive voice, and principles that could connect products and formats. We began by analyzing the product context, audience, and competition.
- Category and audience
- Brand platform and positioning
- Octopus imagery
- Language and identity
- Packaging architecture
- Product in retail
Strategic idea
A smart multitasking helper
OCTO's updated positioning centers on a brand that explains its products clearly, helps customers navigate the range, and retains a consistent personality across categories.
“Smart” became a criterion rather than a marketing word: communication should be clear, graphics recognizable, and packaging flexible enough for new formats.
INTELLIGENCE AGAINST STAINS
The existing name gained new depth
The octopus form connects the mark, pattern, and packaging
The forms of tentacles and suction cups became the symbol's shape, pattern, and packaging. For OCTO, we developed the brand voice principles, messaging system, and advertising directions.
One idea carries through words, the mark, color, pattern, and product architecture.
Visual identity
The tentacles change scale.
The character remains.
Packaging architecture
One design for the entire product range
The symbol, tentacle shapes, information hierarchy, and color differentiation remain constant. Geometry and volume adapt to the category.
From system to implementation
The brand appeared on a real product
The client's team produced OCTO fresh all in one capsules in the updated system, now available at Gold Apple.
The OCTO team handled packaging engineering, printing, production, and retail launch. GORYANIN BROTHERS was responsible for the strategic, verbal, and visual systems and packaging design.
View the product
Project team
Strategy and design in direct collaboration with the client
Evgeny Goryanin
Art direction, identity, graphic system, packaging design, and architecture.
The OCTO team
Initial product framework, packaging engineering, manufacturing, printing, and retail launch.
The first conversation
A product may need more than new packaging
If the name, assortment, and communication are not yet working as one system, we'll start by identifying what to preserve and what genuinely needs rebuilding.
Discuss your challengePhone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street
Atlantic City, 126B Savushkina Street