A 30-YEAR JOURNEYthrough the history of Ukrainian ketchup has made Chumak a true classic on every table. To mark this milestone anniversary, we created a limited-edition package design for Chumak Shlyakh ketchup, with a rich tomato character. One of the goals was to pay tribute to the brand’s early packaging designs. |
DO YOU KNOW THE UKRAINIAN NIGHT,deep and sky-blue? We kept blue as the brand’s distinctive visual signature, giving it greater depth and turning it into an enchanting backdrop for the entire visual story — from ox-drawn wagons making their slow way through the evening forest-steppe to the clear, starry sky, where the Galaxy shines above the centuries-old trade routes of Ukrainian chumaks. Chumak is a living treasury of Ukrainian spirit, nurtured by the richness of our land, the dignity of hard work, and the unbreakable strength of our people. They have always been the salt of this land, and remain the very bedrock of its history. For this project, we took a different approach, moving away from Chumak’s previously established packaging visual system. For the lettering of the name developed for Client by Djmeli agency, we used Aleksa typeface by Ukrainian designers Kyrylo Tkachov and Marchela Mozhyna. The contrast between the typeface’s smooth curves and sharp lines echoes the visual language of the illustration, where crisp geometric forms naturally intertwine with fluid elements. |
FOR THE STRONG AT HEART —by the strong at heart. From those who grow tomatoes in southern Ukraine, create new recipes, and bring production and traditions back to life in the face of extraordinary challenges. Despite the destruction of the company’s Kakhovka plant by the invaders, Chumak and its products continue their Chumak Way, reaching shelves across Ukrainian supermarkets. |
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The Project |
The Case |
