Uluus
Branding
Marketing
Digital design
“Meat Yard” is one of the oldest meat brands in Yakutsk, familiar to several generations of residents. The company has always relied on honesty, respect for the product, and trust built over many years. This heritage became the foundation for entering a new stage of development.
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About the Project
In 2025, the team approached us with a request to refresh a brand that no longer matched what people expect today. The task was to preserve its roots while creating a warmer, more human identity — one that would naturally fit city life without losing its connection to the ulus.
This is how “Uluus” was born — a brand that brings the taste and trust of home-grown meat into everyday urban life.
Scope of Work
We moved through the project step by step:
— conducted in-depth interviews with customers of different ages and lifestyles;
— identified key insights and formed the brand’s BIG Idea;
— developed the mission, values, tone of voice, and messaging system;
— created the name “Uluus” and the descriptor;
— built the visual identity, including logo, palette, typography, and graphic elements;
— prepared the brandbook and interior design guidelines;
— created a compact design system for social media.
The Task
Our challenge was nuanced — to renew a beloved, familiar brand without breaking the trust around it, and instead, to strengthen it. The goal was to make the store feel “closer” in every sense: in emotion, in atmosphere, in service, in the quiet feeling of care.
From a “Yard” — to a “Home.”
The Solution
Listening to people revealed something important: in Yakutia, meat is part of family history.
From this understanding emerged the idea of “Home-made” and the new name “Uluus.”
The brand began to speak more softly, warmly, and honestly. The visual style became bright and calm. The interior — wooden, spacious, respectful of the product.
This created a store that feels “like one of your own.”
Where it is said honestly that meat can be “native” or “guest,” yet the standard of care remains the same.
The solution brought together tradition and the modern urban rhythm, so people can feel at home.
