BYLINA by UNIQA Creative Engineering for Bylina

BYLINA

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Industry Yogurt
Media Design & Branding
Market Russia
Agency UNIQA Creative Engineering
Creative Director Alexey Yakushik
Released April 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: DANONE
Product/Service: YOGHURT DRINK
Agency: UNIQA CREATIVE ENGINEERING
Date of First Appearance: Apr 1 2010
Entrant Company: UNIQA CREATIVE ENGINEERING, Moscow, RUSSIA
Creative Director: Alexey Yakushik (Uniqa Creative Engineering)
Media placement: Kefir package - Supermarket - 1 April 2010 - 21 May 2010

Describe the brief from the client
It should be a very Russian and very traditional product.

Describe the challenges and key objectives
Kefir is highly traditional dairy product with very little room for added value. All producers are using standard TETRA or very basic PET packaging. Suggested design solution turned a standard pack into a unique structure. Graphic solution - the face of a traditional epic hero in the onion shape - is built into the pack shape by turning the facing to the side panel.
Design solution is unique and memorable, delivers very high impact when on an otherwise boring traditional dairy shelf.

Describe how you arrived at the final design

The Russian epical hero is the traditional fairy tale hero who is strong and very wise. On the shelf, the line of the product looks like a group of the Russian heroes.