A GENTLE TOUCH OF DIMENSION

took Chumak’s kids’ ketchup to the next stage, breathing new life into a familiar favorite — for the third time through our creative approach. The recipe has changed, young consumers’ preferences have evolved, and along with them, the visual language the brand uses to communicate with children. Charismatic 3D characters with big eyes, vivid emotions, and cinematic movement are now winning their attention. That’s why we transformed the familiar pack into a more expressive tomato story, making family mealtimes even more fun.

WHO’S OUR TOMATO

buddy? Who’ll make every meal so yummy? Of course, it’s Tomatty — the cheerful character who has long been the familiar face of Chumak’s kids’ ketchup. He was born among the Ukrainian fields, where gentle sunshine warms the land, morning dew glistens on the leaves, and the finest tomatoes ripen. There was no need to reinvent a beloved character — we simply gave him a new lease on life. We transformed the flat illustration into a modern, dimensional character with the charm of an animated movie, and turned the logotyped “Ketchup” name into a colorful magnetic alphabet, the kind every child knows from their fridge. This brought the packaging closer to the world its young consumers live in.

TOMATTY’S MESSAGING

on the front-facing part of the pack remained unchanged. Inside is the same kid-friendly, 100% natural ketchup, with no preservatives or starch. Now the story feels even warmer, the look even more modern, and the taste as if a little extra gentleness and childhood joy had been added to the recipe.

The Project
Art Director, illustrator: Olena Tverdokhlib
Designer: Mariia Hlius
Project Manager: Olesia Sheludko

The Case
Designer: Maria Yan
Copywriter: Yulia Shyrinska