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A.S. Pyshkin



Creative Agency: I'am
Art Director: Yura Ponomarev
Creative Director: Andrey Brokhman
Designer: Aleksandr Popov
Illustrator: Azer Babaev
Copy Writers: Evgenia Ushakova, Nikita Sokurov
Manager Maria Shilyaeva
Project Type: Produced, Commercial Work
Client: Mezheninovskaya Poultry Factory
Location: Chelyabinsk, Russia
Packaging Contents: Puff pastry dough
Packaging Substrate / Materials: Plastic flow pack
Printing Process: Flexography

We have created the character with features and story and made the character the face of the brand and packaging as a result. The character has a similar name to the greatest Russian poet A.S. Pushkin (pyshka — is a piece of pastry in Russian). By the story, our hero lived in the same time and even studied in the same boarding school with the poet. But unlike the poet, he was talented in baking and not at poetry, though he tried. He lived together with a very clever cat. Some say the cat even has a degree =).

To illustrate the story we made a series of illustrations depicting the memorable moments of life of A.S. Pyshkin and his cat and incorporated images of pastry to add a bit of punk effect. The first story is Pyshkin's first baking experience, the second is their first visit to Paris and the first croissant. The third is the travel to the moon. We made lettering for the name and wrote a poem as a cooking manual for the dough on the back of the packaging.

Making the project, we wanted to combine product packaging and storytelling in one piece of design, taking the limitation of white flow pack as granted.



What's Unique?
The story of a character that helps to open the brand and present the product made as a collage of illustration and pastry images.






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