“Berezka” - the brand "Savushkin product," combining a wide range of cheeses and dairy products, including producing curd glazed cheeses loved by many.
Our team needed to develop a name and design for a line of glazed curd cheese.
The new name "PLUSH" at the associative level represents something soft, kind and positive, something native, from childhood. To implement the cute image created by the name, we chose a bear for the role of a brand hero.
Each glazed curd cheese in the Plush line is uniquely decorated. The characters and color scheme change depending on the taste: a white bear - with the aroma of vanilla or condensed milk, brown - cocoa, koala - boiled condensed milk. Bears intend to take a central position, and faces are shown close-up to convey the positive emotions of the heroes. This placement became possible after changing the previous horizontal imposition to vertical.
One of the tasks was to preserve continuity, so in the updated design you can find iconic elements of the previous package. This is a kind of marks for reading on the shelf favorite curd glazed cheeses and the opportunity to come back to childhood.