Design > Packaging Design
ERMOLAEV BUREAU, Moscow / THE FAMILY FARM OF CHEBURASHKINI BROTHERS / 2015
Awards:
Overview
Credits
ClientBriefOrObjective
The identity of dairy brands on the Russian market is often based on traditional visual codes such as pouring milk, images of cows, etc. We deliberately do not follow this path, because Cheburashkini Brothers is a new sophisticated farming culture with a huge involvement of an entire family. This is not just a business or a small family farm, it is a brand new format of farming, that requires a fresh design approach.
Execution
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.
Outcome
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.
Relevancy
Cheburashkini brothers are the real people, who have restored four old farms in an ecologically clean Moscow region, transported a highly productive European cow breed, and built up an ultramodern dairy factory. Their target audience consists primarily of intelligent consumers with an affluence above average, who value the quality of a product as well as its design. So they came to us in order to create the packaging that would communicate values of their company to the customers.
More Entries from Premium Brand in Design
24 items
More Entries from ERMOLAEV BUREAU
13 items