About the Project: If life gives you lemons, make lemonade, right? That is what we did together with our client “Market Perekrestok”. We took a somewhat outdated design that could go unattended on the shelves, squeezed it out properly and turned it into a catchy and bright one. And these are very delicious drinks, we have tried them.
The main task was to develop a new, more modern and juicy design that will emphasise the freshness of drinks. We decided to work on contrasts and at the same time remove everything superfluous.
If you would take a look at the previous design, you would agree that the logotype of the brand “Market Perekrestok” distracted from the name of a drink itself, and when it comes to the visualisations of barberry or tarragon, they were not associated with the naturalness of the product, which is crucial when it comes to food and beverages, right? The abundance of fonts also did not add clarity.
Visualisation: In order to overcome those difficulties, we decided to concentrate on the core of the product and leave the very essence of the drinks that are familiar to people since childhood. The dark blue background highlights the juicy colours of the lemon, pear, tarragon and barberry that are drawn almost schematically but stay clearly recognisable. They are the stars of the show, all the spotlights are on them. Simple fonts, logos and signs are balanced in size, the necessary information is placed on the backside. Everything is made not to distract from the taste of childhood in a new package.
- Agency/Creative: Ohmybrand
- Article Title: Fizzy Feast Redesign of Fizzy Drink Labels for Market Perekrestok
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Asia, Europe
- Project Deliverables: Packaging Design
- Format: Bottle
- Substrate: Glass, Glass Bottle
- Industry: Food/Beverage
- Keywords: Packaging, Design, Beverages, Brand Identity, Redesign, Modern
Creative Director: Nadezhda Parshina
Designer: Nikita Gavrilov
Project Manager: Anna Tsareva
X5 Retail Group Team, Brand Manager: Nadezhda Peshkur