Culinara: launch of new Ukrainian cuisine in a new app

Dmytro Dyuzhev, CEO, OMG Agency Mykyta Upatov, COO, OMG Agency Antonina Kuzmich, Creative Director, Dumy (by OMG Agency) Anastasia Kostina, Creative Strategist, Dumy (by OMG Agency) Ivan Salnytskyi, CEO, ORNAMENT TECH Vadym Korniienko, Front-end Developer, ORNAMENT TECH Denys Mykhailenko, Front-end Developer, ORNAMENT TECH Roza Baghdasaryan, Head of Influence, OMG Agency Ksenia Korol, Head of SMM, OMG Agency Yaroslav Galstyan, Data Analyst, ORNAMENT TECH Olha Zhileieva, Project Manager Developer, ORNAMENT TECH Anton Stepaniuk, Co-Founder & CMO (Culinara), Oleksandr Otryshko, Digital Lead (Culinara), Nataliia Karlenko, Sr. Brand Manager (Culinara) Christina Azad, Design Lead (Culinara)

Culinara is more than just a mobile application. It represents the launch of a new brand that redefines the perception of cooking in Ukraine. In response to the stereotypical view of cooking as a mundane and outdated routine, we created a product that transforms food preparation into an inspiring, effortless, and personalized experience. The launch of Culinara was a comprehensive campaign encompassing branding, content, partnerships, and a robust technological platform. We developed an identity that combines simplicity, warmth, and a modern aesthetic: the logo and interface design are based on dishware symbols and clean geometric shapes. The UX/UI was crafted to guide the user intuitively, from recipe discovery to grocery list creation and meal selection tailored to personal preferences. Our creative strategy was centered around building an emotional connection via recognizable public figures. Celebrity chef Olya Martynovska became the voice and ambassador of the brand. She was joined by other charismatic chefs who brought the app to life. Every content format — from TikTok reels to in-depth interviews — reinforced the core message: cooking is a form of care, self-expression, and joy. We implemented a multi-format video strategy combining tutorials, cooking hacks, themed collections like “What to Cook While Watching Netflix” or “15-Minute Meals,” offering both utility and insight. Influencer collaborations, PR efforts, partnerships with FMCG brands, and appealing App Store / Google Play presentations all contributed to a unified goal: to make Culinara a daily habit across diverse segments of the target audience. The results: 100,000+ downloads, first place in the Apple Store in the Food & Drinks category, 141% ROMI with AdSpend of $32,000. This is an example of how product and communication can become a whole and create a new gastronomic culture. Culinara is the launch of a brand in a mobile application that has become a holistic digital phenomenon and a truly useful assistant in the kitchens of Ukrainians.