I spearheaded the creation of the brand KNEDLY., crafting its brand identity, creative strategy, and messaging.

Consumers are rediscovering the comfort and nostalgia of traditional foods like dumplings. While inherently delicious, the dumpling category lacked a premium brand that captured the rich emotions and stories associated with these comforting staples.

Thus, we created the brand KNEDLY. The name itself is a fusion, a marriage of the Serbian word for dumpling (‘knedle’) with the English word ‘kindly.’ This playful yet meaningful combination embodies KNEDLY.’s dual focus on heritage and emotional connection.

Our brand strategy and comms approach wasn’t to create just another dumpling brand. We aimed to elevate the experience, transforming dumplings into a premium offering that resonates with today’s consumer. We embedded KNEDLY. into everyday conversations where emotions flow naturally, reinforcing this with the ‘Joy Inside’ slogan.

This strategic approach has driven remarkable results in just six months. KNEDLY. has quickly become synonymous with premium dumplings, and the name itself has entered colloquial use. KNEDLY. is no longer just a brand, it’s an adjective, a descriptor for those special moments filled with warmth and joy. Within the previously commoditized category, KNEDLY. has redefined the dumpling experience, weaving a narrative of premium quality and emotional connections.