“Morojenka” — new brand of natural ice cream in Kyrgyzstan. The naming is a play on the words for “ice cream” in Central Asian languages, which has an “affectionate” accent. “Morojenka” literally means “ice cream”, but in a simple colloquial distorted form. The Latin spelling of the colloquial word created a new name for the brand.
The design is inspired by Art Nouveau (Modern). Sleek shapes and classic fonts are great for classic ice cream recipes and its real forms: streamlined, flexible and tasty. The design of “Morojenka” is certainly not an imitation or a reconstruction 19th century labels. “Morojenka” is just inspiration from the past but created using modern graphic design language. The main form in the design is a streamlined white spot in the logo. This is Ice Cream itself – milky, always white (according to the design), always combined with contrasting black.
At launch, four flavors were created, with a simple color coding. The color of the flavor and the color of the product inside cup. With a simple construction where the brand’s logo remains a predominantly black and white identifier, new flavors in the brand’s lineup will easily emerge in the future. The design can be easily inserted into any other media: bags, posters, brand advertising. By simply changing the color background, a branding system was developed for different advertising media.
The design is built on a contrasting logo, which makes it easy to remember, even with a multi-colored background of cups. The bright display of colored products also favorably emphasizes the design of the brand logo and its quick memorization.
- Agency/Creative: Alexey Lysogorov
- Article Title: Branding and Packaging Design for Morojenka Ice Cream
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Kyrgyzstan
- Agency/Creative City: Bishkek
- Market Region: Asia
- Project Deliverables: Brand Mark, Brand Naming, Branding, Graphic Design, Lettering, Packaging Design
- Format: Cup
- Substrate: Pulp Carton, Pulp Paper
- Industry: Food/Beverage
- Keywords: Kyrgyzstan, kyrgyz republic, ice-cream, ice cream
Art-director, graphic designer: Alexey Lysogorov