About the client
CEMROS is a diversified industrial holding and a leader in the Russian cement industry. The company operates 18 cement plants, more than 30 quarries for non-metallic materials, and also produces aerated concrete, lime, and dry construction mixes.

Task
To design a logo and packaging for a new sub-brand, ЦЕМРОМ Смесь (CEMROS Mix), in the dry construction materials segment.
A key objective was to preserve the recognition of the parent brand by retaining the existing logo and the signature turquoise color.

Solution. Logo
The original CEMROS logo was extended with horizontal lines of varying thickness, referencing the layered application of construction mixes: base, leveling, and finishing layers.
This approach adds a metaphorical dimension to the identity, directly linking the visual language to the nature of the product. It enhances character and depth while maintaining clarity and simplicity.

Solution. Packaging
The packaging concept stands out through its dual-orientation design, which is not used by competitors in this category. This creates a strong visual distinction and increases brand recognition.

The layout remains clear and structured in both horizontal and vertical orientations, reflecting real-life storage and display conditions on pallets.

Bold side stripes create a strong visual rhythm and become a distinctive graphic element of the product line — immediately catching the viewer’s attention. They also function as a color-coding system for different product types, alongside the label in the logo.

Large icons clearly communicate product features and make the information easy to understand.

The logo occupies a dominant position in the composition and remains highly legible even from a distance. The signature turquoise color reinforces brand identity and helps the product stand out in a competitive market.