Title	CHEBURASHKINI BROTHERS IDENTITY
Brand	THE FAMILY FARM OF CHEBURASHKINI BROTHERS
Product/Service	DAIRY PRODUCTS
Category	A02. 360° Brand Identity
Entrant Company	ERMOLAEV BUREAU Moscow, RUSSIA
Advertising Agency	ERMOLAEV BUREAU Moscow, RUSSIA

Name	Company	Position
Vlad Ermolaev	Ermolaev Bureau	Creative Director
Vlad Ermolaev	Ermolaev Bureau	Designer
Victoria Ermolaeva	Ermolaev Bureau	Project Manager
Viktoria Nursalimova	Ermolaev Bureau	Junior Designer
Anastasia Chelishcheva	Ermolaev Bureau	Technical Designer

Brief Explanation

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.

The Brief

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.

How the final design was conceived

The main idea of identity is based on typography, where initial letters of products are central elements of the design. We have designed a display sans-serif typeface with a set of weights and for the text setting we have used the Cyrillic version of Euclid typeface. The identity includes the packaging design of various dairy products (milk, kefir, sour cream, yogurt etc.), stationary design, series of posters, leaflets, booklets, navigation, motion design, interior and exterior design of the factory and other factory neighbour buildings. Our client controls all stages of diary production from seeding fields with grass for feeding to products transportation. The quality of the product depends on the quality of each stage of the production.

Indication of how successful the outcome was in the market

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. We decided to profit from this situation and got rid of the logotype on the products package and other items. We're 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 and each items for customers to know the name of the company.