Fruits Of Heroism

In 2008, after the Russian aggression, living near the border in the heart of Georgia became extremely threatening. Some locals in the Georgian region of Tskhinvali were forced to leave the lands that’d been passed down for generations. So far, 1033 citizens have been kidnapped. However, some brave farmers stay despite the danger, employing people from villages on their farms to keep the region alive.

We developed branding and a unique campaign to promote the products of these courageous farmers. They needed encouragement. We supported the farmers with new distribution and communication channels. We named their products Fruits of Heroism - a celebration of their bravery and a symbol of hope for the community. And created a special symbol: a barbed wire shattered by sprouts of green leaves and berries. This logo represents the unwavering spirit of the farmers and their resilience.

The farmers’ branded products were available at 3 largest chain stores in Georgia. Our packaging made them stand out in supermarkets. The campaign was a hot topic. With no media investments, it had 9 TV appearances and 2 million Facebook impressions. 10 Tons and 7000 packs of products were sold out!