Priem.menu
Building from zero
Context Priem is a ready-to-eat meal delivery service launched in 2023 as a new vertical within the Grow Food ecosystem, built specifically for the budget segment.
Challenge By 2023, Grow Food had already expanded into big cities in Russia and into Madrid, Spain, and was looking for ways to reach new audiences. The core GF brand had settled into a mid-to-premium perception, so reaching budget-conscious customers required a separate product. The decision was made to launch a lean MVP with a straightforward value proposition: simple, home-style food at an accessible price.
Strategy The product and brand needed to serve one clear need: eat well without cooking, no complexity involved. Stripped-down by design — no ingredient filters, no overwhelming choices. Just a clean offer built around one headline: a month of food for $50. Everything from brand naming to UX was built to make that offer feel obvious and trustworthy.
Execution I built the brand from scratch, starting with research and naming. The name "Priem" works on three levels in Russian: a meal, a radio signal acknowledgment ("copy that"), and a sports term for a powerful move. I developed the full visual identity, brand voice, guidelines, and designed the main storefront as a landing page, including UX and UI.
Results Scaled to $20M+ revenue run rate within 1.5 years. Expanded into 15+ cities and regions in the first 6 months. Organic channels reached 50%+ of total revenue. Built a partnerships channel from zero to ~40% of total acquisition. Reduced CAC by 55% YoY while growing revenue by 90%. Increased brand awareness by 180% YoY.
What came next After Priem's successful launch, the company decided to expand the same model internationally. I helped adapt the brand for foreign markets, which led to the creation of The Meal — a separate vertical built for English-speaking audiences. Same core idea, new identity built to work in a different cultural and competitive context.
