This idea was created on communication with the consumer through the main brand character - the fox. Many buyers already perceive him as "the boss of chickens", so we used the fame of an expert fox, who knows how to recognise true quality and where to get a fresh product. He is trusted by both housewives and business people. During the work process client asked us to adapt the visual solution to the quarterly calendars and wall calendars. Calendars' topics invoke business mood and working optimism through the image of the fox – a successful hunter and a forager of the fresh game.