Social media
ISTOMA is a healthy food brand and a store of wholesome products in Kazan. The assortment includes hummus, pesto, granola, nut butters, sugar-free candies, sauces, semi-finished products, and other items for a balanced diet. The brand combines natural ingredients, a modern approach to nutrition, and attention to product aesthetics. ISTOMA makes healthy food part of everyday lifestyle, maintaining a balance between health benefits, taste, and visual appeal.
CSG's task was to create a brand from scratch: develop a memorable name, shape its visual character, and design a cohesive communication system for both physical and digital media. It was necessary to develop naming, logo, monogram, brand palette, typography, identity elements, and packaging design. An additional task was social media design and subsequent comprehensive SMM management for the brand.
For the project, the name ISTOMA was developed. It is built on associations with rich taste, the pleasure of eating, and the emotional state that arises after a vivid gastronomic experience. The name sounds expressive and is easy to remember, while maintaining a premium character and not limiting the brand to a single product category. This allows ISTOMA to expand its assortment and develop new directions while maintaining recognition.
ISTOMA's visual system is built on a combination of contemporary typography, natural shades, and restrained decorative graphics. The foundation is a refined logo with an expressive letter rhythm and increased letter spacing. An additional element is a compact monogram that combines the letters of the name and is used on lids, labels, packaging, and digital media. Deep green creates a sense of naturalness and quality, while milky and warm beige shades add softness to the system. Contrast accents allow for separating product categories and making communication more dynamic.
For ISTOMA, the main logo, a shortened version, and a branded monogram were developed. The main version is used on packaging, facade design, and large-format media. The monogram is adapted for small formats: lids, stickers, social media avatars, labeling, and decorative elements. The system maintains recognition at any scale and allows flexible work with a large number of product categories.
For ISTOMA, a background graphics system was developed based on botanical motifs, product outline images, and brand symbols. The patterns can be used in full or in fragments, creating a recognizable background for wrapping paper, boxes, bags, postcards, and publications. Additional elements help diversify visual communication while maintaining brand integrity.
A unified packaging system was created for the main product categories. We designed jars, lids, labels, boxes, bags, and delivery sets. The design includes a clear information hierarchy: product name, ingredients, nutritional value, storage conditions, and additional labeling are easy to read and do not overload the composition. The system allows for quick adaptation of the design to new flavors and categories while maintaining a unified ISTOMA visual code. After mockup approval, the CSG team prepared materials for production and fully organized the printing of printed materials. This ensured color accuracy, material quality, and compliance of the finished products with the developed design system. The corporate identity was applied to a full set of the brand's physical media.
For a year and a half, CSG provided comprehensive social media management for ISTOMA. The team developed strategy, content plans, and a rubricator, created visual concepts, prepared copy, publications, stories, reels, product selections, and advertising materials. The content introduced the audience to the assortment, revealed product features, showed usage methods, and built a recognizable visual world around ISTOMA. Social media became a full-fledged communication channel for the brand with customers, supporting sales, new product launches, and the development of product categories.
