Krootix: branding and packaging design for a new Ukrainian chips brand.

This project began with a deep dive into our audience: young people, mostly school students and teenagers. Pillow chips are especially popular among them, treated as a fun, social ritual. Whether it’s after class, at a party, or just hanging out with friends, the experience is always dynamic, noisy, and full of energy.

We used these insights to build a brand world that feels just as playful and expressive. The name “Krootix” is a created word, rooted in the Ukrainian “крутий” (cool), with a bold, rhythmic ending “-ix” that gives it the edge and punch typical of snack brands.

The mascot a lively, curious lemur became the symbol of this free-spirited world. Always in motion, always part of a group, always up to something fun. Each flavor tells a different story, with the lemur interacting in playful ways with the ingredients. In the cheese flavor, for instance, he’s holding a block of cheese like a speaker because flavor here is all about volume and rhythm.

Krootix lives in a world that feels as bold and expressive as its audience. Each flavor comes in a strong, instantly recognizable color, making it easy for people to grab their favorite in a flash. This visual clarity also transforms store shelves into a vibrant, attention-grabbing palette amplifying the brand’s high-energy presence.

We extended the brand beyond packaging through a launch campaign that brought the Krootix world into everyday life. The lemur showed up in real-life moments after school, on skateboards, at kitchen tables always alongside the Krootix people: young individuals who express their boldness not by following trends, but by being confidently, unapologetically themselves.