This is a case about creating a name for the legendary trademark "Belarusian Linen" by the Orsha Linen Mill — a national treasure without a verbal identity. The products impressed with their quality, but the brand itself remained silent. We gave it a voice and a name to remember.

"Natural luxury in simplicity. Natural luxury in authenticity" — this is the positioning we developed based on in-depth research. It presents a national Belarusian brand that doesn’t need extravagance: it is self-sufficient, like nature itself, from which it originates. The new name had to reflect the brand’s essence: authenticity, depth, tenderness, and a connection to its roots.

That’s how the name Pole Kvetak was born — a phrase that sounds like a line from a song. Within it: native soil, living memory of ancestors, childhood flowers, and luminous recollections. It reflects the brand’s desire to create products that embody the purity, tenderness, and strength of its homeland.

The name is supported and expanded by the slogan "Moy rodny lyon" ("My native flax") — a nod to Belarusian literary classics, to the texts etched into memory since childhood. The slogan instantly evokes the right associations: pride, warmth, nature. It paved the way for the brand’s verbal communication. From it came vivid messages that reveal different facets of Pole Kvetak: "Fabrics dear to the heart", "The tender charm of linen", "The nature of my soul", "Natural and touching." These phrases create the brand’s lexical palette — not just informative, but rich in meaning and emotion.

We synchronized every expression of the brand — from label to website, from customer dialogue to partner presentation. Words became a guide: through them, Pole Kvetak tells its story, builds trust, and creates atmosphere. We also developed a communication platform and strategy, crafting a vivid persona — “The stylist of home coziness.” This is a brand that not only offers textiles, but shapes a way of life — where beauty lies in simplicity, and authenticity is in every word.