We united two brands into a living B2B community
New digital positioning became the foundation for a complete overhaul of communication across every touchpoint
client
RUSAGRO
Gastrobro
back
Astoria and Solpro, two brands from Russia's largest agricultural holding, merged their B2B lines into a single community: Gastrobro
Building on this insight and in-depth
market and competitor research, we
refreshed the platform and key visual,
uniting the two brands into one community
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We turned the strategy into tactics: social media, production, influencers and targeted ads
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Business goal:
grow awareness, demand and, as a result, leads within a niche audience by refreshing the brand image and building authority among chefs, procurement managers and food technologists
In-depth interviews revealed the key insight: the audience wants to stay ahead and keep growing, even in a crisis — and for that they need support and a constant exchange of experience
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The key visual builds on Astoria's and Solpro's colors and shapes. Both brands stayed recognizable but gained a new community energy and came closer to their customers
We relaunched the channel as brand media: real footage from kitchens, chefs' stories, industry trends and native product integration. We attracted audiences from niche industry channels and built creatives around each segment's seasonal pain points
The Gastrobro community became a media outlet with exclusive industry news and practical tips from restaurateurs
Гастробро
Гастробро
Core elements of the new visual style
Illustrations
Rough textures
Dynamics
Bringing brands together
and hand- drawn elements give the layouts an individual, handcrafted feel
Minimalist textured illustrations create a
light, modern look, while hand-drawn details add character and warmth. This makes the brand style livelier and more memorable
Color palette
The palette combines Solpro's and Astoria's brand colors — the best shades of both
Chefs as brand faces
Featuring chefs in visual communication is more than a design accent: it's a strategic tool for building trust, credibility and emotional engagement
come from backgrounds and text blocks set at a slight angle instead of straight
we united both brands while keeping each one distinct
Product photography
The layouts use vivid, mouth-watering
photography centered on the product.
Close-ups bring out texture and freshness,
and the focus is always on the sauce
Large typography
carries the key messages, so the text grabs attention and stays readable even in a fast-moving feed. Big headlines become visual accents in their own right
Core elements of the new visual style
Иллюстрации
Rough textures
Динамика
Объединение брендов
and hand- drawn elements give the layouts an individual, handcrafted feel
Минималистичные иллюстрации с текстурами формируют лёгкое и современное визуальное решение, а акцент на ручных деталях придаёт макетам характер и теплоту. Такой приём делает стиль бренда более живым и запоминающимся.
Цветовая палитра
Палитра строится на сочетании фирменных цветов Solpro и Astoria — это синтез лучших оттенков двух брендов.
Образ шеф-поваров
Внедрение образа шеф-повара в визуальные коммуникации — это не просто дополнительный акцент в дизайне, а стратегический инструмент
для формирования доверия, профессионализма
и эмоциональной вовлеченности.
достигается за счёт использования подложек и отдельных текстовых блоков, размещённых не под прямым углом, а с лёгким наклоном.
Нам удалось с одной стороны, объединить оба бренда, а с другой — дифференциировать.
Фото продукта
В макетах используется аппетитная и сочная фотопродукция с акцентом на сам продукт. Крупные планы подчеркивают его текстуру, свежесть и привлекательность, а визуальный фокус всегда на соусе.
Крупная типографика
для передачи ключевых сообщений — так текст сразу привлекает внимание и легко читается даже в динамичной ленте. Крупные заголовки становятся самостоятельными визуальными акцентами.
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Illustrations
Dynamics
Bringing brands together
Minimalist textured illustrations create a light, modern look, while hand-drawn details add character and warmth. This makes the brand style livelier and more memorable
Color palette
The palette combines Solpro's and Astoria's brand colors — the best shades of both
Chefs as brand faces
Featuring chefs in visual communication is
more than a design accent: it's a strategic
tool for building trust, credibility and
emotional engagement
come from backgrounds and text
blocks set at a slight angle instead of straight
we united both
brands while keeping each one distinct
Product photography
The layouts use vivid, mouth-watering
photography centered on the product.
Close-ups bring out texture and freshness,
and the focus is always on the sauce
Large typography
carries the key messages, so the text grabs attention and stays readable even in a fast-moving feed. Big headlines become visual accents in their own right
Full-cycle production
We faced a tough challenge: on the one hand, to preserve the heritage ofAstoria and Solpro and the positioning of their product lines; on the other, to bring a fresh perspective so the brand could move closer to its audience and hold a real dialogue with professionals instead of a sales monologue
The team got up to speed quickly and delivered just as fast. Their design and production expertise let us work across many formats, and the chefs they found for UGC and content were truly strong — people you believe
We took the new positioning far beyond digital — to industry events, masterclasses and our sales team's work. It turned out to be more than a new visual language: it's a tool that works at every level. And the results followed quickly
Daria Korepanova,
Head of Marketing:
Gastrobro
The new positioning led to a complete
brand refresh
In six months
1 650 000
total reach
х2
audience growth
х2
engagement growth
на 130%
brand mentions