Winners & Shortlists

DAIRY PACKAGING FOR THE FAMILY FARM OF CHEBURASHKINI BROTHERS

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TitleDAIRY PACKAGING FOR THE FAMILY FARM OF CHEBURASHKINI BROTHERS
BrandTHE FAMILY FARM OF CHEBURASHKINI BROTHERS
Product/ServiceDAIRY PRODUCTS
Category D02. DRINKS
Entrant Company ERMOLAEV BUREAU Moscow, RUSSIA
Advertising Agency ERMOLAEV BUREAU Moscow, RUSSIA
Credits
Name Company Position
Vlad Ermolaev Ermolaev Bureau Creative Director

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

We have found our inspiration in the ancient Slavic symbols and created graphics based on the initial letters. This graphics appear as an additional element of the identity reflecting an agricultural theme. 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. There was no coding system within dairy products in the russian market, so each product has been assigned with two distinctive colours, with a prime colour for letters and a supporting colour for the graphics. Thus customers could promptly distinguish the required product.