Excluding the fixation on the market standards from our working process we have focused not on a creation of a logotype, or storytelling, but on the essence of the product, which has been reflected in a clean design with no excessive details. The main idea is based on typography, where the initial letters of the products are the central elements of the design. We have designed a display sans-serif typeface with a set of alternates, and for the text setting we have used the Cyrillic version of Euclid typeface from Swiss Typefaces.

We've found our inspiration in ancient Slavic symbols, which mean seed, grass, earth and other symbols of farming. Taking this experience into the consideration we designed system of symbols illustrating the whole process of farming and dairy production. This graphics appear as an additional element of the identity reflecting an agricultural theme. Graphics and typography are build on the same system. The same way as a plant grows from a seed to a flower, the graphics and letters evolve in the order of increasing fat weight. In addition, each product has been assigned with two distinctive colours, with a prime colour for letters and a supporting colour for the graphics.

Our clients faced a juridical problem with registration their own surname as a brand name because it was already used for famous russian animated hero named Cheburashka. We decided to profit from this situation and got rid of the logotype on the products package. We are showing that the brand logo is not the essence of the product, the essence is the quality of it. We placed the Cheburashkini Brothers name on the back side of the package for customers to know the name of the company.