Communication strategy: Piana Reka
Contents
1. About the brand
2. Communication theory in the field of design
3. Brand presentation for a wide audience
4. Brand presentation for a professional audience
5. The basis for creating these presentations
Sources
About the brand
A cider house in the Nizhny Novgorod region is not only a place to try delicious, high-quality cider, but also a tourist destination where you can enjoy a cozy atmosphere and nature, learn about the cider production process, and sample different types of cider.
Communication theory in the field of design
The theory of communication helps designers build a dialogue between a brand and its audience, turning a set of visual elements into a meaningful message. The cider house in the Nizhny Novgorod region is a vivid example of how this theory becomes a tool for shaping brand identity and enhancing the emotional response of visitors.
Logo
The designer uses a language of images, symbols, and color to convey the essence of the brand — the honesty of the product and a focus on its taste.
The graphic elements are kept simple and understated, reinforcing a sense of transparency, honesty, and artisanal craftsmanship. The black-and-white palette isn’t a constraint, but a way to stand out — a clean visual contrast that symbolically «cleanses» the viewer’s perception and allows them to focus on what matters most: the true flavor of the cider.
The target audience of the Piana Reka brand
1. City dwellers seeking a respite from the bustle of the metropolis People from Nizhny Novgorod, Moscow, and other large cities seeking a relaxing getaway in nature. They value a secluded atmosphere, minimalist aesthetics, and high-quality local produce.
2. Tourists and travelers in the region Gastrotourists, lovers of local crafts and small-scale production, who value authentic places, want to witness the cider-making process and sample the product directly from the source.
3. Buyers focused on taste, not flashy marketing Connoisseurs of natural beverages, those who choose an honest product made from high-quality raw materials. They prefer minimalist design that doesn’t distract from the main thing: taste.
Brand message
Main slogan: «Taste flows its own way.»
Secondary slogan: «Honest cider. Pure taste.»
With these slogans, we:
Use a narrative paradigm to tell the story of how the natural curve of the Piana River is transformed into a journey of taste: calm, natural, and unconstrained by trends.
We develop values: the integrity of the product, the absence of excess (as in the minimalist black-and-white design), respect for the region’s nature, an artisanal approach to production, and a sincere focus on taste, not presentation.
We convey the brand’s character: calm, confident, discreet, yet memorable.
Brand presentation for a wide audience
The Piana Reka brand appeals to people who value honest tastes and pure experiences. We create a space free of garish visual noise — only natural silence, calm graphics, and cider made from local flowers.
Our message is clear: Piana Reka is not a place for overloaded emotions. It’s a place of taste, where people can pause, inhale the aroma of apples, and rediscover the simplicity of life. We remind you: a good product shouldn’t be flashy — it speaks for itself.
Instead of traditional walks, we offer a unique experience: SUP rafting along the intricate curves of the Piana River.
This isn’t an extreme adventure, but a slow immersion into nature: the gentle current, the reflections of the trees, the quiet pools, and the rhythm of the water that sets the pace of the journey.
During the rafting, participants can stop at small rest stops: a mini-cider tasting on the shore, a scenic rest area, and short stories about local traditions and the region’s natural environment.
Souvenirs
The brand’s souvenirs are designed in a black-and-white style, inspired by the curves of the Piana River. These lines form the symbols of apples and cherries — the cider’s main fruits.
The products are simple, functional, and minimalist: posters, bottles with simple labels, badges, textiles, and craft tasting sets.
Each item conveys the brand’s message: simplicity can be expressive when it embodies taste and authenticity.
Accessibility of Brand Communication
Ease and openness of communication are an important part of the trust that Piana Reki builds. The brand strives to be as clear and accessible as possible. Contact information, phone numbers, external forms of communication, and a quick response option should be provided on the website and social media. This creates a sense of dialogue and reduces the distance between the brand and the individual.
We demonstrate that we are ready to listen to everyone: Be among the guests interested in SUP rafting, those who enjoy craft trips, or those who are planning a trek. The ability to easily receive a response builds trust and increases the desire to engage with the brand.
Forging Long-Term Relationships
To build a long-term connection with a broad audience, it is important to create the right brand image—honesty, tranquility, and a foundation of values, taste, and natural experiences. Piana Reki’s activities evoke an emotional response through simple yet honest messages: about the tranquility of the river, the purity of cider, artisanal craftsmanship, and a slow pace of life.
The information the brand posts on its platforms must be innovative and useful for different groups: for tourists — rafting routes and tours of the production facilities; for families — vacation options and weekend programs; for natural food connoisseurs — details about varieties, production, and fermentation; for locals — news, events, and seasonal activities.
This way, each group finds its niche and forms an emotional connection with the brand based on trust and clarity.
Brand presentation for a professional audience
The Piana Reka brand’s professional communications are built on the principles of modern constraint management theories. The foundation of this management is based on key performance indicators: trust, loyalty, transparency, information exchange, and mutual understanding — that is, a shared understanding of how roles, responsibilities, and influence are established.
For professionals — producers, partners, tour operators, and gastronomic experts — we create a clear and understandable communication dynamic. This applies to partnerships based on honest dialogue, timely information about production, and the capabilities of project partners, including the development of a targeted SUP-based tourism product.
A professional presentation of the Piana Reka brand is not only about informing but also about providing a platform for knowledge sharing, discussing initiatives, and exploring innovations. This approach builds trust, improves the quality of interactions, and lays the foundation for the brand’s long-term sustainable development.
The basis for creating these presentations
Semiotic theory views communication as a process of exchanging meanings through the symbols of a system. In the case of the Piana Reka brand, these symbols — black and white lines echoing the curves of the Piana River — are essentially the visual language that distinguishes the brand from flashy mass-produced products. These lines transform into images of apples and cherries, creating a symbolic taste and a natural, organic rhythm. However, the phenomenal approach of this approach reminds us that the interpretation of symbols is always subjective: each visitor perceives the graphic image through the prism of their own experience — be it an association with a river, with movement, or with the purity of taste.
Dialogic theory underpins the brand’s communication channels. Thanks to it, Piana Reka builds an open dialogue with both the audience (tourists, families, connoisseurs of artisanal spirits) and professionals (partners, experts, tour operators). The dialogic model helps not simply inform, but build relationships based on the exchange of experience, feedback, and engagement.
Audience relationship management theory should be built on mutual trust, transparency, and conscious expectation management. For Piana Reka, this means honest product communication, open production, a clear cider-making process, and accessibility of information about tourist activities, including stand-up paddleboarding on the river.
Information from professional lectures, especially materials on strategic communications, formed the basis for the development of the «Brand Presentation for Expanding the Environment» section. The most important course concepts applied in the project are:
«Public relations is a strategic communication process that builds mutually beneficial relationships between an organization and its audience.» For the brand, this means not only promoting cider but also creating a tourist ecosystem around the river, nature, and local experiences.
The «Theory of Excellence» emphasizes the need for symmetrical communication — when a brand not only speaks but also listens. Therefore, Piana Reka creates external communication channels, listens to customer requests, and tailors the experience to real guests.
«A latent audience isn’t looking for interaction, but they have a problem, so we need to be creative in attracting their attention.» For the third brand, this is especially important: many people don’t plan rafting trips or trips in advance, but respond to a unique experience — honest taste, a natural atmosphere, minimalist style, and SUP paddling as an unusual form of recreation.
«Commitment is the degree to which parties consider the relationship valuable enough to invest heavily in it.» For Drunken River, this means building lasting connections with partners, tourists, and communities through consistency, openness, and a quality product.
«The audience must be able to subscribe to updates; the information on the platform must be valuable.» Therefore, the brand provides a clear website, active social media, accessible contacts, and useful information — about the variety of seats, combinations, routes, and events.
Thus, the Piana Reka brand integrates key communication concepts, creating a system based on dialogue, trust, and vibrant symbols. This creates an emotional connection and forms a sustainable platform for the brand’s development — both in terms of gastronomy and tourism.
Sources
Course «Communication Theory: Bridging Academia and Practice», Smart LMS [online course]. 2025
Dymova U. Educational project «cider’s packaging „Piana Reka“» [Electronic resource]. — Available at: https://portfolio.hse.ru/Project/195011 (accessed 12.12.2025).
Dymova U. Educational project «Piana Reka» [Electronic resource]. — Available at: https://portfolio.hse.ru/Project/187706 (accessed 12.12.2025).
