Results Launched a new budget meal delivery brand within the Grow Food ecosystem, from brand platform, naming and identity to MVP and market expansion.
$20M+
revenue run rate reached within 1.5 years
50%+
of total revenue from organic channels
+90%
revenue growth YoY
-55%
CAC reduction YoY
15+
cities and regions in first 6 months
+180%
brand awareness growth YoY
Partnerships channel built from zero to ~40% of total acquisition.
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 Developed the name "Priem" — works on three levels in Russian: a meal, a radio signal acknowledgment, and a sports term for a powerful move. Built the full visual identity, brand voice, and guidelines from scratch. Designed the main storefront as a landing page, including UX and UI.
Launched as a lean MVP and scaled to 15+ cities within 6 months. Built an organic channel strategy that reached 50%+ of total revenue. Developed a partnerships acquisition channel from zero to ~40% of total acquisition.
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.
