Balanced combination of quite strict «manly» logo in the classical font design with multi-layered pattern on a bright rich background became the main creative solution of the project. As the company is developing and focusing on expanding the product range, we had to unify each product's label design, keeping brand's recognition in all of the product categories.For this task's solution we chose fluid adaptive design with the ability the change the background and graphic elements, depending on the product line group. We used the culinary attributes, appropriate for each category, emphasizing associations with high quality, delicious home food. For example, a rolling pin on a pack of butter, fresh herbs and spices on mayonnaise and ketchup packages. The centre piece of all labels' identity is the contrasting logo, which works in favour of brand image's perception.The team managed to build a clear image of the brand — understandable and memorable — with a «masculine» character, but encapsulated in an emotional visual entourage. Optimal, as far as coulouristics and aesthetics go, the graphic solution allows you to keep a single style on different assets and to look spectacular on the shelves.