Concept
The texture of the waffles resembles a patchwork quilt, evoking a feeling of home warmth and coziness. This image formed the basis of the packaging concept. To bring it to life, cute children’s characters were created, as if wrapped in a waffle, like a cozy blanket. The use of a large transparent window on the packaging not only enhances this metaphor, but also allows buyers to see the product itself.

The target audience of this product is caring mothers and their children. Funny characters are designed to attract children’s attention, and a clear indication of the natural composition and a transparent window help mothers be confident in the safety and quality of the product for their child.

Naming
The name “Bayunya” is an affectionate nickname for the characters depicted on the packaging. It is inspired by the onomatopoeic phrase “bayushki-bayu” – a soothing refrain often found in traditional Russian lullabies.

Visual Image
Each character expresses its own emotion, reflecting the different moods of children before bed – from deep sleep to playful peeking or full wakefulness. The different waffle flavors are represented by a color palette and fruit elements integrated into the characters’ hairstyles.

The letters in the logo are soft and rounded, visually supporting the design of the characters, which are also made in smooth, rounded shapes. The supporting font was chosen based on the same principle.

The overall design of the cardboard packaging includes only the logo and the product name, which ensures that there are no distractions from the central illustration on the main packaging.