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An international brand of backpacks, stationery and study accessories. It is sold in more than 15 countries around the world, leader in many markets.
Analysis and audit
Line idea
Brand strategy
Branding and design
Challenge: to develop a growth strategy for KITE brand.
Kite is the market leader in backpacks and school supplies, its sales volumes have reached the volumes for which we need to differentiate the offer for the needs of specific target audiences. It is known that the market leader is threatened by brand inflation, "the brand becomes too much," it begins to "commoditize" and depreciate in the eyes of consumers. To avoid this, big international brands release sub-brands or lines. Lines within a brand are used to differentiate brand assortment by price segment or function. According to the research results, the segments of ambitious and selfish mothers who want to give their child all the best are 17.5% and 9.1%, mothers who are very concerned about the child's health — 7.1%. These segments have become the main target audience for the new line.

Analysis and audit

Wonder Kite is a premium sub-brand of elementary school backpacks and accessories from KITE. Together with the Client we developed an ideology of the line, requirements for product quality, innovation and design, price positioning, sub-brand name, main logo and color coding system. This line has been developed with special attention to design, lightness, reliability and safety for the child's back. In addition to being lightweight, Wonder Kite features a number of innovations. In particular, the AGS system is a unique floating backrest technology that responds to weight and body position. It helps to preserve the health of schoolchildren who have to carry unnecessarily heavy backpacks. Independently tested, AGS technology significantly reduces back strain, available exclusively in the Wonder Kite.

Strategy, branding

The pre-order plan for the new line is 103% fulfilled, despite market uncertainty related to the quarantine restrictions.
From 2021 the brand products will be sold in 23 countries around the world. The full list of countries of brand distribution looks like this: Armenia, Azerbaijan, Belarus, Bulgaria, Cyprus, Czech Republic, Georgia, Germany, Greece, Estonia, Hungary, Iraq, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Poland, Romania, Russia, Ukraine, Uzbekistan, Tajikistan.
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PØLARIS Partners provides strategic solutions for marketing and sales. We transform market opportunities, owners goals and company potential into a field of possible competitive strategies.
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