Founded in 1992, the food company is one of the leaders in the field of agricultural processing of raw materials.
Uvelka is an industry leader, one of the largest producers of cereals with a 29-year history, which boldly uses the capabilities of modern technologies.
Uvelka was one of the first to bring grits in cooking bags to the market (back in the early 90s), introduced doy-pack packaging into production, developed and offered customers curly pasta in cooking bags (becoming the first not only in Russia, but quite possibly even in the world market), and more recently surprised the market with a new product category - ready-made products in special packaging (Dinner Express sub-brand).
The life hacker "Uvelka" comes to the fore — a rational assistant full of ideas: lively, dynamic (quite in the spirit of the brand itself), he is ready to help in any situation.
The key character becomes a small bird, symbolizing speed, speed, resourcefulness. She flits from one sub-brand to another, but at the same time she is constantly changing. For example, in Dinner Express, where speed is at the forefront, the bird can be seen with a timer. On a cooking bag with pasta, she transforms into a chef, talking about how to cook a restaurant-level dish at home. On the main line, the bird "lives" in the logo, emphasizing the naturalness and high quality of the grain itself.
