TS/D Agency
Slovianochka '19
RESTYLING IDEAS
Why
Change?
Change?
Before
We Start
We Start
While being among the top-selling brand in several categories, SLV does need to get rid of some features, that prevent its from evolving.
1) Cluttered: the packaging claims a lot of things at once — rural, natural, traditional, kind. This makes the message blurred, the packaging feels overloaded with senses. We need to focus on one main element, cleaning the space for the fresh air of brand evolution.
2) Old-Fashionable: Brand Character goes far to the past. It appeals to the things that should be rather in regional studies museum, than on the shelves of the supermarket.
3) Non-vital: again, we need something more than some cliche visual claims. Sometimes saying nothing is better, than screaming loud. We need to re-invent the character and give the consumer freedom to let it into his life. It should not be just another packaging-with-rural-landscape-and-the-cows. Ideally, it has to be another member of the family, and may not be older mama with her endless advises.
1) Cluttered: the packaging claims a lot of things at once — rural, natural, traditional, kind. This makes the message blurred, the packaging feels overloaded with senses. We need to focus on one main element, cleaning the space for the fresh air of brand evolution.
2) Old-Fashionable: Brand Character goes far to the past. It appeals to the things that should be rather in regional studies museum, than on the shelves of the supermarket.
3) Non-vital: again, we need something more than some cliche visual claims. Sometimes saying nothing is better, than screaming loud. We need to re-invent the character and give the consumer freedom to let it into his life. It should not be just another packaging-with-rural-landscape-and-the-cows. Ideally, it has to be another member of the family, and may not be older mama with her endless advises.
Yaryna
Face Lifting — 001/19
Slovianochka Logo Mark got younger and more modern. More of Instagram, less of street bazaar — this is good for achieving the tasks of the brief. She is open-minded — not naive as it was before, but more sophisticated. Design version contains all the elements of the current pack, but organized in more clean way, to make it be more milky and clean.
Olena
Face Lifting — 002/19
Slovyanochka is slightly more modern, nevertheless she still spends a lot of time in her native and beloved village. Nature, cows, fields have been evoking a feeling of warmth and comfort ever since her childhood.
Toma
Face Lifting — 003/19
Slovyanochka is presented in a slightly brighter and fresher way. The minimalism and geometry are in trend, so is the new character.
Toma 2.0
Face Lifting — 003/19
Slovyanochka is presented in a slightly brighter and fresher way. The minimalism and geometry are in trend, so is the new character.
Lina
Evolution — 001/19
Slovyanochka as a personification of rich and diverse Ukrainian culture. saturated colors, bold shapes, but still a very clean design.
Olga
Evolution — 002/19
Pastel colors, flower motifs give a feeling of comfort.
Olga 2.0
Evolution — 002/19
Pastel colors, flower motifs give a feeling of comfort.
Julia
Revolution — 001/19
The basis remains traditionally Ukrainian, rich with patterns, colors and pastel tones. Despite the fact that the design is certainly future-oriented, it is like a grandmother's blanket, inspiring warm tones from the past, perceived through the prism of modernity.
Oksana
Revolution — 002/19
The most forward-looking option. The logomark is geometric, minimalist and therefore timeless. The information is split to blocks, which is convenient to structure all the needful info. The colors are brighter and bolder, their goal is not to decorate but to attract attention and serve as diversificators. Confident yet delicate, the less yet more.
