CHALLENGE. The client tasked us with creating a modern and expressive packaging design that would: refresh the brand's perception and enhance its recognition, help customers easily navigate the shelves and product range, clearly separate product lines by type and purpose, and, most importantly, maintain brand trust and recognizability.

SOLUTION. We began with a refreshed design architecture. The main idea was to give the design structure and visual weight, a distinctive shelf presence. We divided the packaging into two zones: the left side represents the brand, anchoring the visual presence of Shchedrye on the shelf, while the right side represents the flavor and product composition. This approach enhanced brand perception and made the packaging noticeable and legible. Each version underwent consumer testing, which allowed us to find the optimal balance between recognition and novelty.

DIFFERENTIATION. For the line of thin crispbreads, we created a lighter, airier solution that reflects the product's technological features. The packaging design emphasizes the key differentiator—the thinness and crispness of the crispbreads. This way, we maintained brand consistency while giving the line its own distinct character. The design feels more premium because the product itself is more expensive on the shelf than classic crispbreads.

RESULT. We've created a design system that works at both the brand and consumer level. Now, each Shchedrye line is easily distinguishable, and the brand itself has a modern, confident, and emotionally relatable look.