Silpo, one of Ukraine’s most beloved and unconventional supermarket chains, approached us with a high-responsibility challenge: to design a new private-label line of berries and vegetables. The brief asked for packaging that would not only function on a very small label format but also reflect Silpo’s bold personality — playful, stylish, and full of character. The line had to stand out on the shelf, make customers smile, and create an emotional bond while remaining practical and easy to navigate.
Our creative solution was to embrace minimalism while adding a surprising twist. At the center of each design are “veggie-animals,” hand-drawn illustrations that transform products into charming characters: a sheep-shaped broccoli, a strawberry cat, a radish piglet. These illustrations bring personality and humor to everyday produce, building an immediate connection with shoppers. To complement the visuals, we developed warm, conversational copywriting in Silpo’s signature friendly tone of voice — lighthearted, approachable, and human.
To ensure clarity and navigation, each SKU was differentiated with vibrant background colors inspired by summer. These shades intuitively guide the shopper: the color catches attention, the clear product name confirms the choice, and the illustration adds a final spark of joy. This layered experience balances both roles of packaging — working hard on the shelf while delivering an emotional experience in the shopper’s hands.
This collaboration with Silpo was built on trust, open communication, and freedom to experiment. The result is packaging that celebrates creativity, humor, and design’s ability to turn simple groceries into moments of delight.