Mondelēz – Alpen Gold
Overview
Long-term creative leadership for Alpen Gold across Russia, delivering seasonal and evergreen campaigns that unified packaging, retail, experiential, and digital. As the lead Art Director for the brand line over multiple years, I established and evolved the visual language, ensuring consistency from national campaigns to localized activations.
Long-term creative leadership for Alpen Gold across Russia, delivering seasonal and evergreen campaigns that unified packaging, retail, experiential, and digital. As the lead Art Director for the brand line over multiple years, I established and evolved the visual language, ensuring consistency from national campaigns to localized activations.
Design Scope
Key Visuals & Campaign Systems: Master KVs and colorway families; adaptations for OOH, retail, social, and CRM.
Packaging & Limited Editions: Pack refreshes, flavor extensions, seasonal/collectible SKUs; press-ready dielines and spec sheets.
Retail & POSM: In-store takeovers, end-caps, gondolas, wobblers, shelf talkers, display stands; vendor-ready production files.
Experiential & Events: Promo zones, pop-ups, sampling carts; wayfinding/signage suites aligned with campaign KVs.
Digital & Social: Campaign toolkits for web, paid/organic social, landing pages, and promo micro-sites.
Client Engagement: Concept deck development, presentations and project defenses directly to clients, iterative revisions, and final approvals.
Process & Ownership: Brand guideline updates, adaptation matrices, pre-press, color proofing, and factory liaison.
Result
A coherent 360° brand ecosystem that scaled across channels and seasons, strengthened shelf impact, and simplified rollouts nationwide. The consolidated toolkit and production discipline reduced adaptation time and maintained visual integrity across hundreds of touchpoints.
A coherent 360° brand ecosystem that scaled across channels and seasons, strengthened shelf impact, and simplified rollouts nationwide. The consolidated toolkit and production discipline reduced adaptation time and maintained visual integrity across hundreds of touchpoints.
Evidence (available to compile on request)
Creative decks, KV matrices, packaging dielines, print proofs, POSM specs, event/photo documentation, internal approvals, and client presentation records.
Creative decks, KV matrices, packaging dielines, print proofs, POSM specs, event/photo documentation, internal approvals, and client presentation records.
