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Series of light alcoholic beverages
This project was quite ambitious and voluminous. A new product had to be introduced to the market, which shares fierce competition. That’s why the main task was to make the new product stand out from the rest of competitors, attract the consumer’s attention and create a stable and memorable image for the next purchase. This all required a unique communication route to be found with the product’s target audience.
The client was presented with three concepts to select from. As a result of an artistic council meeting, which was comprised of chief managers and representatives from the company’s main subdivisions, a single concept was selected. The base for this concept used a very common symbol: the location icon from the Google Map application. The use of this icon delivered several marketing advantages for the product:
1.This is a well-known, widely recognizable and positive sign.
2.It acts as an eye-stopper in the design, attracting the attention.
3.It communicates with the target audience, interacts with it and speaks the same language.
Designed by Galya Akhmetzyanova, New Zealand and Pavla Chuykina, Russia.
3D visualisation: Maxim Kadashov, Russia
As some magazines state woman's character might be defined according to underwear she prefers. So, are you brave enough to reveal your nature? We would suggest to try Oops! Underwear which we created because we love tattoos, funny panties and iconic images of Marilyn Monroe.
Designer: Anna Fitzgerald
The concept presents new approach to the usual packaging of tinned food.
Basic idea of the design is the metaphor of the contents: instead of standard round shape you can find fish silhoette.
The background supplements the image with the picture of fish scales.
The edge of different colours favours fast ans simple identification by the customers.
Agency: Svoe Mnenie
Creative Director: Andrey Kugaevskikh
Art Director: Roman Duhkovskoy
Designer: Natalya Popova, Igor Kovalev
At Svoe Mnenie branding agency we became real beer gourmands. And we got the idea to acquaint Russian audience with something special like true ale. The category of ale is not well presented on the Russian market: people are not familiar with it. So with the help of the local brewery we created limited edition of our own ale.
Traditionally ale is considered a British product and on the top of associations with Britain we find Sherlock Holmes. We chose Baskerville concept and the corresponding brand name and developed the idea into four design directions to reflect the uniqueness of our ale. The whole series is united by the similar color code and a single collar label with catching Baskerville dog’s eye. The design looks mysterious and tempting as if it invites us to try the product.
Agency: Svoe Mnenie
Creative Director: Andrey Kugaevskikh
Art Director: Natalya Chistyakova
Designer: Natalya Popova, Igor Kovalev
Four seasons in a row, Efes Pilsener, the official beer of Euroleague Basketball, gives basketball fans a pleasure of choosing the cheerleaders to perform at the Final Four. That’s why when it came to the new can design for Efes flagship brand timed to the Euroleague basketball season, Svoe Mnenie branding agency already knew that they need to play on the most attractive sports ground for the target audience – cheerleading!
The agency decided to organize a photoshoot of real cheerleaders, not models and chose the team of cheerleaders LOKS from Krasnodar who won the international competition held by the Efes company. Then consumers were able to vote via Internet for the girls they want to see on the new can.
When the girls were chosen and the design finalized there remained uneasy prepress work: everyone who has ever come across printing people on the aluminum can knows how difficult it is to make them look real. It requires a lot of print tests and patience.
Then new Efes Pilsener was printed at the Rexam factory and has become the first can with the most realistic people printed in 8 colors in Russia.
Designer: Pavel Efremov, Boris Belov, Aleksandr Smolnikov
School: British Higher School of Design
The idea was to combine perfume brand and interactive technologies, and the best choice was to connect music that people love with fragrances that people can wear every day, or on just special occasions. The main insight is that every tune has a set of properties like tempo, mood, tone, time when it was released. According to this data we suggest that we can translate it to fragrance note, so that everyone can compose a set of fragrances based on their favorite music pieces. We designed a basic bottle, shaped in a form of a Jack connector- thing that has been connecting people with music for several decades already. To make experience more easy we developed an app that helps people upload their music library and compose a set of three fragrances, which will be then delivered to them. We have chosen a pack of three, because its a great opportunity to try different odors in one pack.
Considering package- its a triangular box for three bottles with graphic design which is generated on the basis of uploaded tunes. There is a geometric pattern that connects all pieces of deign into one.
Designer/ Art-Director: Iskra Veniamin
Illustrator: Anton Marrast
School: British Higher School of Art and Design of Moscow
Briefly describing the basic idea of design, I'd like to underline that target group is young girls which are looking for new feelings; they enjoy any new bright moments of life, being full of humor. Such girls have active lifestyle and they like to have fun. It's easy to carry this small bottle of fruit wine even in girl's handbag because the volume does not exceed 0,350 l. It's easy to drink wine without any corkscrew & goblets, it's easy mood, and such a bottle of wine can be bright accessory. Real pleasure, unusual fruit taste and light alcohol for young girls; that's the idea!
Designer: Maks Arbuzov
Feel The Nature, Feel The Form!
Natural forms is the best way to show naturalness of product. You need to have only form that to understand what is inside of package. Honey must looks as honey. That is why this package is so simple and clean. You have to enjoy the smell and taste of Honey. Nothing more should not bother you.
Designer: Vladimir Belokon
Illustrations by Alla Mikheeva, Alexandra Troitskaya, Dima Je
MIU is a light wine with fruit juice for active young girls. MIU is pleasant to drink and easy to carry.
With MIU the girl has fun, enjoys her life and falls in love. The brief was to create a wine package similar to a beer bottle — funny and easy.
Designer: Daria Korshunova
School: British Higher School Of Art & Design
Package design of correct products for teenage hooligans (13-14 years old) who challenge their problems.
During research I conclude that hooligans like bloodthirsty computer games, horror movies, cartoons with black humor and everything that's under a ban.
To do shocking design that will be popular among target audience.
To show skin problems as terrible monsters.
- bruise roller
- sos cream after shave
- cream against acne
HORROR + PROTECTION = HORRORPRO
AD ON MIRRORS IN CINEMA WC:
Take a foto with terrible face with stickers on mirror, post in instagram with tag #horrorpro, pick many likes and win a prize.
Designer: Albert Fedchenko
Client: TM StreetSnack
Our design-center LaFedja created a modern and fashionable but also a neat package for StreetSnack brand which will attract young and cheerful people. StreetSnack is a new brand of snacks such as onion rings and curly corn chips. This kind of food is very popular in Russia as an addition to beer.
The main accent of design is a large and tasty photo of a product. Bright stripes on the packaging makes it easier for buyers to navigate between flavors.
Agency: SHUMI LOVE DESIGN
The complex work on this project required a set of serious tasks to be solved. First of all, we had to find an individual place for the product on the highly competitive shelf. Second, the solution had to be so successful and complex, so that the bottle and label design concepts would be suitable for a broad product range, which consists of brandy that is aged from 3 to 10 years. Third, we had to create a design that would reflect the producer’s spirit, the feeling of a high-class product.
The “KVINT” brandy design project – is a complex and large-scale project. It includes the development of product positioning, trademark design, bottle and label design, gift and transportation tube design, organization and execution of photo-shoot, P.O.S. development and advertising materials.
When working on the task, the agency has enhanced the client’s brief with its own vision. The meetings, interviews, accumulation of information and the analysis of competition has helped us to identify the product’s individual positioning, outline the main goals and directions for our further work.
As mentioned earlier, the project turned out to be very ambitious, capacious and expensive. And here’s why. The “KVINT” factory is a very large wine and brandy making company with over a hundred years of history. The products are all made in large quantities. And there’s already a devoted group of buyers, who are following the brand for decades, spread all around the globe. Carrying out a successful redesign and development of a completely new product design that would correspond to the global trends – this is definitely a wide-scale and expensive project for the producer. This also involves the change of component materials, creation of new press molds, printing of new labels in large quantities. With such an immense level of responsibility the design should be approached carefully. We had to delicately grasp the essence of the task, listen to the client’s requests, understand the market, tendencies, and consumer expectations. That’s why we have devoted our attention to in-depth analysis of the competition. The project required a unique, individual bottle shape that would make the product stand out on the shelf, grab the buyer’s attention and make him want to take the bottle into his hands. The label design was also a very complex task. The ordinary and vintage brandy had to be separated, while maintaining the same product line design. Besides, the products had to be ranked by age of maturity through color markers. The final solution was rather unique. We have developed an eye-stopper, an element common to all vintage brandy products, a style-defining element for the entire product line and advertising materials. Produced with the application of the most modern printing techniques, this element sets the tone and mood for the entire product line, communicating the concept of a worthy, high-class and exalted brandy.
This project will definitely find its audience among those who love classic brandy. A warm and soulful conversation with a glass of good brandy, a bottle that will grace just any table – it’s all about the mood that is hard to fit into words. The project’s final goal was to adorn the great hours spent while tasting this splendid brandy.