About the brand – Flex Cola Dark Drink: It is a new brand of carbonated soft drinks for the Russian market and the CIS countries. The brand is owned by two brothers Timur and Artem Yunusov. Timur Yunusov, better known as Timati, is a Russian hip-hop artist, singer, music producer, actor and entrepreneur, founder of a self-brand. It has a large following of its fans and subscribers (Over 3 million YouTube subscribers and over 16 million Instagram followers).Timur is the founder and co-founder of the Black Star group of companies: Black Star music label, Black Star Wear brand clothing store chain. Black Star Burger restaurant chain. Barbershop and tattoo parlor 13 by Black Star. Music content production and distribution company – Make It Music. Marketing communications agency for artists and athletes – Global Star Russia. Car wash Black Star Car Wash. Karting Black Star Karting. Cybersport club Black Star Gaming.
The audience: The target audience for the new beverage brand is potential subscribers, consumers of existing products, middle-aged young people, these are lovers of the artist’s creativity and hip-hop culture.
Task. Create brutal packaging with character! It is necessary to stay within the framework of the existing image and style of the musician, which is already familiar to the loyal audience of the musician.
The solution of the problem: The brand’s owner (Timati) is completely covered in various tattoos and is a powerful figure in the modern Russian hip-hop industry. If we analyse the identity of all businesses, it becomes clear that for the most part, black prevails. We created the image of a carbonated drink using a gothic font and a strict black and white colour scheme. The Gothic font is a characteristic artistic element for tattoo use. The result is a bright and powerful recognisable image that reflects the mood and charisma of the client. The additional design of the Flex Cola Lite line (sugar free) is presented in a white can with black lettering. So far, it is planned to release a carbonated drink in 330 ml cans.
Flex Cola is sold to restaurants and branded clothing stores of the client.
Results: The new product was well received by the audience. The packaging design fully reflects the style and preferences of the client. The brutal gothic script and black and white scale have become part of the style and culture that the famous Rapper promotes.
Flex Cola — brutal drink with character!
- Agency/Creative: Lesha Limonov & Eugene Wisotow
- Article Title: Lesha Limonov and Eugene Wisotow Create Packaging Design for Flex Cola Carbonated Soft Drink
- Organisation/Entity: Freelance, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Russia
- Market Region: Europe
- Project Deliverables: Packaging Design, Research
- Format: Can
- Substrate: Metal