Depth
We use rigorous expertise and international best practice without flattening the singularity of the business.
Мы открыты как долгосрочным, так и короткосрочным проектам
APAEL&Iconsulting
Strategy · creativity · context
Strategy for
businesses
with a point of view.
A multidisciplinary practice at the intersection of creativity, science and analysis.
/ About the practice
Freedom · Delicacy · ContextA strategic practice for aesthetic, resilient and meaningful businesses.
We work with founders who want to create value that can withstand time — not growth at any cost, but growth with context.
APAEL&I brings together strategic marketing, brand creation, technology, innovation and design. The work moves between research and intuition, analysis and atmosphere.
From early concept to implementation, we help charismatic businesses become clearer, more desirable and more progressive.
/ Principles
Five senses, plus a point of view. A practice built on depth, not volume.
Responsibility
Small shifts in how a business touches the world can produce meaningful, lasting change.
Sensibility
Strategy is also taste, rhythm, language and the ability to notice what others pass by.
/ Selected projects
Work with a
point of view.
More than 30 projects across hospitality, food, technology and luxury. Selected work from concept to implementation.
/ Client notes
The measure of a good strategy is not how it sounds in the room, but what it makes possible afterwards.
“
/ What we do
Clarity for the
next move.
We work with existing and new businesses, in focused engagements or as a long-term strategic partner.
Brand & positioning
A clear point of view, a credible narrative and a brand system that can travel from the first conversation to the full experience.
↗Business & marketing strategy
Research-led decisions that connect ambition, audience, offer and the realities of implementation.
↗Innovation & DeepTech
Making complex products legible, desirable and ready to move from laboratory thinking into the market.
↗Concept & experience design
Spaces, services and rituals shaped with the same care as a brand — with feeling, function and a reason to return.
↗/ How we work
From first
question
to next chapter.
01
Listen
We look closely: at the business, the people, the context and the quiet signals.
02
Frame
We turn complexity into a clear question, a shared language and a strategic field.
03
Shape
We make the idea tangible through positioning, concepts, systems and decisions.
04
Activate
We stay close enough to make the strategy real — in the room and in the market.
Founder portrait / 2026/ The founder
Anna
Popova.
A multidisciplinary strategist at the intersection of creativity, science and analytics.
Anna’s experience spans product management in global energy companies, brand strategy, DeepTech products from laboratory to market, and research published in international journals.
MA Innovation & technology managementPhD candidate · BiotechnologyStrategist · Researcher · Eco-activist
Read the materials ↗/ Journal
Notes from
the work.
Research, articles and observations on business, technology, design and innovation.
Innovation
Building an innovation culture for DeepFoodTech products
RB.RU · 2025↗Business & marketingHow wine brands can speak about their product
Simple Wine News · 2024↗TechnologyWhat ML and AI can bring to foodtech today
RB.RU · 2024↗ResearchDesigning context for sustainable product adoption
Academic journal · 2023↗/ Start a conversation
Tell us what you are
building, changing
or imagining.
/ Contact
Start a
conversation.
Tell us a little about what you are building, changing or imagining.
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