IN THE FARAWAY 2004

It was the first time Maksym Lesnyak worked with the Chumak brand, which will grow into a long and meaningful partnership. Since then, numerous work meetings, studies, designs, launches, and re-designs have happened. In 2011, we joined forces with the client's marketing team to create a brand-book that transformed a previously fragmented style into a system of over 400 updated packaging designs. But it's in the past now. In early 2020, another transformation began for the market leader.

BRAND PHILOSOPHY

Chumak remains faithful to its long-time value and virtue: ‘From the field to your table’. Like the 2011 re-design, when we committed to continuity to preserve the brand's DNA, Chumak's 2020 logo retains that familiarity across the generations of consumers. The latest re-design brings a bunch of contemporary features, such as simplified letter and badge shapes, laconic colours (two instead of three), and improved readability. Chumak now has a refreshed look, bolstered by transparency, openness, and a champion's ribbon.

POLYCHROMATIC BLUE

The brand's primary colour changed, albeit in a somewhat non-linear manner: its shades were used to distinguish product categories in the portfolio better. So be on the look-out for new packaging: the rollout for the first two categories in Chumak's portfolio—sauces and mayonnaise—has already begun. The colours of paper name badges that differentiate products within the line remained unchanged as a marker of the previous packaging colour code to make it easier for consumers to find the products they know and love.

SAUCE PACKAGING DESIGN

It all began as a sketch of our Olena Tverdoklib, our Art Director. This is how the fancy table came to be, on which all the ingredients are showcased in a top-down view. Chumak has been using this approach for some SKUs for a long time already, so we decided to capitalize on old achievements. And then days of tasteful food photography by Ihor and Nataliia Bohun followed, with each design accompanied by a dish that the sauce will complement the best. Overall, we had 12 days of shooting with Lightfield Productions over the first phase of the project.

DESIGNING FOR MAYO

Although close to what we did for sauces, mayonnaise has a visual flair of its own—such was the task for the first phase of Chumak's re-design. These first two categories of Doypack-packaged products have set the scene for the transformation of the brand's entire portfolio. Unlike sauces, mayonnaises had to be differentiated not by name but chiefly by fat content. Also, we needed to communicate clearly its shelf life. Importantly, we went with the brand's primary colour, which was unusual for the category. After a lengthy period of developing tasteful and understandable packaging, we delivered designs for 32 sauce and mayonnaise SKUs to the client right in time for the New Year.

COMMUNICATION DEVELOPMENT

Developing everything else from billboard and metro light advertising to digital promotion concepts naturally followed up. Vivid pop-arty packaging designs we created for the Chumak sauces are drawing attention from afar. The hardest thing here is to choose a sauce that's best for you from Chumak's diverse offering. The best thing to do now is to keep going: a new day will bring a new sauce. And we will keep going, too. It's just a first chapter in the colossal book of Chumak's transformation.

Project 

Creative Director: Maxim Lesnyak
Art Director: Elena Tverdokhleb
Food stylist: Natalia Bohun
Photographer: Yhor Bohun
Producer: Алина Сергеева
Designer: Maria Hlius
DTP Designer: Dmitry Finogenoff
Project Manager: Olesya Sheludko

Case

Art Director: Elena Tverdokhleb
Copywriter: Julia Shyrinska