These fruit drinks have been marketed in Russia since 2001. The brand name, which translates as my family, has shaped the marketing to date. The relaunch was carried out in response to a drop in sales figures: now the brand focuses on the fruit and vegetable mixes with improved nutritional value and competitive pricing. The new branding on the packaging communicates good quality, new flavours and the joy experienced around the kitchen table. A hand-drawn glass, like a cheeky doodle on the kitchen table, became the key visual for the new packaging. In addition, the homogeneous colour palette increases visibility at the POS.