SELO I LIUDY “RURAL TO URBAN”
CHALLENGE
Kvass is a seasonal product naturally more popular during warmer months. So in summer, it was necessary to remind consumers about “Selo i Liudy” kvass while introducing new packaging which would stand out brightly on store shelfspace.
Not only labels were updated, but Tin Cans were used for the first time: a synchronization of the youth format of cans and the original nature of the brand.
SOLUTION
We preserved the soulful folk style of the brand but modernized the village itself. Inhabitants wore urban sneakers along with traditional vyshyvanka shirts.
The new labels have updated heroic figures and fresher colors. Anchored in folk wisdom outlined on product labels, we tried to keep up with today’s trends. – ideas supported in video and through social media influencers.
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