Brand Tone

professional, proud, and traditional

Brand Values

• •Quality and Safety
• •Leadership and Growth
• •Innovation
• •Commitment to People
• •Ukrainian Identity

Best Practices

• •Always Emphasize Ukrainian Roots: Explicitly mention the brand's origin and pride in being a national producer. This builds a strong connection with the local market.
• •Use a 'Proud but Humble' Tone: Confidently state market leadership and quality achievements without sounding arrogant. Frame it as a commitment to consumers, not just a business statistic.
• •Balance Tradition with Innovation: For every mention of the brand's long history, pair it with a point about modern technology or new product development to show the brand is evolving.
• •Prioritize Quality-Centric Language: Use words like "impeccable," "finest," "high-class," "safety," and "certified" to reinforce the core value of quality in all product and corporate communications.
• •Keep it Professional and Clear: Avoid overly casual slang, memes, or a humorous tone, which would clash with the established professional identity. The voice should be reliable and straightforward, just like the product.

Social Perception

The public perception of Laska is that of a major, well-established national producer of classic ice cream. Consumers recognize it as a widely available and familiar brand. Its online presence is not geared towards community building or direct-to-consumer personality. The perception is largely shaped by the product itself on store shelves rather than through digital interaction. The "Soviet" ice cream incident suggests that the public (at least online) is vigilant about branding and national identity, holding Ukrainian companies to a high standard in the current political climate.

Copy Examples

• •Laska: Twenty Years of Perfect Taste. A Ukrainian Tradition in Every Scoop.
• •Indulge in our 'Maximus' vanilla brick. Made with the finest cream from Ukrainian farms and frozen to perfection on our most advanced production lines. It’s not just ice cream, it’s a standard of quality.
• •From a small Kropyvnytskyi factory to one of Ukraine's leading ice cream producers. For over two decades, Laska has been a taste of home, created with pride and shared with families across our nation.
• •Some things are timeless. The joy of a summer day, the laughter of family, and the classic, creamy taste of Laska ice cream. The flavor you grew up with, now better than ever.
• •Tradition meets tomorrow. Discover our new line of fruit sorbets, crafted with the classic Laska commitment to quality and a fresh twist of modern flavor. Pure delight, innovatively frozen.