How building a strong brand grew sales of an innovative B2B product
Smart solutions for smart ingredients
client
Bravolli Professional
back
Bravolli Professional
is the B2B brand of Yarmarka Trading House, offering
innovative multifunctional products for food technologists, HoReCa and food manufacturers
1
The main challenge was low product awareness. Because the product was so new, its value wasn’t obvious, so a core task was to build understanding and trust
2
So we focused on a strong brand platform
that could drive both awareness and demand
3
We repositioned the brand, created a new
visual system and built communication that
steadily generates product awareness,
brand trust and qualified leads
Business goals:
scale brand awareness, strengthen media presence and grow leads consistently
Business goals:
scale brand awareness, strengthen media presence and grow leads consistently
The main challenge was low product
awareness. Because the product was so new, its value wasn't obvious, so a core task was to build understanding and trust
So we focused on a strong brand platform that could drive both awareness and demand
We repositioned the brand, created a new visual system and built communication that steadily generates product awareness, brand trust and qualified leads
Исследование показало, что большинство игроков в категории делают акцент на качестве продукции и уровне сервиса, из-за чего коммуникации брендов становятся похожими друг на друга
Every project at our agency starts with an analysis of the market, the audience and the competition
Research showed that most players in the
category focus on product quality and
service, so brand communication looks the
same across the board
Every project at our agency starts with an analysis of the market, the audience and the competition
Instead of abstract claims about innovation, we focused on practical value: real use cases, ready-made solutions for each audience segment and the specific business problems the ingredients solve
The idea grew into the brand's communication platform.
While most competitors build
communication around product specs and
rational benefits, we built the positioning
around the audience's drive for
professional growth and new opportunities
Meanwhile, professionals — chefs, food technologists and procurement managers— expect more than a quality product from a supplier. They want expert support, practical business value and a long-term partnership
This insight became the foundation of the new positioning strategy and shaped all further communication
That's how the slogan was born: "Smart ingredients for those who want more"
We not only raised product awareness but
also grew commercial results
Communication centered on the product's practical value and on solving clients' business problems.
Each audience segment got its own customer journey and landing pages
Based on the strategy, we built an end-to- end lead generation system that combines awareness, trust building and qualified inbound requests
To do this, we carried out a full rebrand as a key part of the overall brand strategy
The next step was refreshing the brand's visual identity
The task was to make an innovative
product clearer to each audience segment, make its value easier to grasp and raise the brand's visibility in the category
1
The study showed that most players in the category focus on product quality and service level, which makes brand communications similar to one another
2
At the same time, the professional audience — chefs, technologists, and procurement specialists — expects from the supplier not only a high‑quality product but also expert support, practical benefits for business, and a willingness to engage in a long‑term partnership
3
This insight formed the basis of the new brand positioning strategy and determined the further development of communications
The idea grew into the brand's communication platform. Instead of
abstract claims about innovation, we focused on practical value: real use cases, ready-made solutions for each audience
segment and the specific business problems the ingredients solve
While most competitors build
communication around product specs and
rational benefits, we built the positioning
around the audience's drive for
professional growth and new opportunities

That's how the slogan was born: "Smart
ingredients for those who want more"
To do this, we carried out a full rebrand as a key part of the overall brand strategy
The next step was refreshing the brand's
visual identity

The task was to make an innovative
product clearer to each audience segment,
make its value easier to grasp and raise the
brand's visibility in the category
Based on the strategy, we built an end-to-
end lead generation system that combines
awareness, trust building and qualified
inbound requests
Communication centered on the product's
practical value and on solving clients' business problems. Each audience segment got its own customer journey and landing pages
All activities ran in close collaboration with
the client's sales team and were optimized
with end-to-end analytics
We not only raised product awareness but
also grew commercial results
100 +
qualified leads in the first month of campaigns
+ 36%
above the lead generation target
2×
lower cost per lead in the first 3 months
100 +
qualified leads in the first month of campaigns
+ 36%
above the lead generation target
2×
lower cost per lead in the first 3 months