FOR OVER 20 YEARS, KHUTOROKhas been a true national treasure and a one-stop shop for every Ukrainian, offering flour, grains, grocery products, and fresh fruit and vegetables. However, in consumers’ minds, the brand was primarily associated with flour, as a result of its long-standing communication strategy and the lack of a consistent visual identity across the portfolio. Our task was to comprehensively rethink Khutorok: redefine its positioning, create a contemporary and relatable brand image that feels close to Ukrainian families, and unite its diverse product categories under one cohesive design system. |
ROOTED IN OUR LAND —this is how we refreshed Khutorok’s positioning, reimagining its core idea: the deep connection between people and their land, a connection that has taken on new meaning since the full-scale invasion began. A multi-category brand for modern Ukrainian families who feel rooted in Ukraine. Families who live on this fertile land and have always been — and will always be — its true keepers. |
THE SUN SYMBOLhas a strong presence in Ukrainian culture and traditions. It was also a key part of Khutorok’s visual identity. We incorporated it into the logo through a simple, contemporary expression. We also refined the logo’s typography: it became cleaner and more distinctive. |
THE SCALE OF THE STORYis the core design principle of the refreshed visual identity. The previous design was built around strong, recognizable brand codes — blue skies, the sun, fields, a farmstead, people, and a sense of homely warmth. But this visual language did not scale across all categories, leaving the portfolio feeling somewhat fragmented. We rethought the category structure and defined a distinct storytelling scale for each one: the closer the product is to the moment of consumption, the closer its visual world moves towards home and the family table. |
ASSOCIATIVE NAMING DEVICESare the second principle of the design system. For each product line, we developed a contextual name element tailored to its world. This makes the name an integral part of the visual language rather than a separate label placed on top of the illustration. |
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Flour, grains, pasta — burlap brings to mind traditional food storage. |
WE ADDED LITTLE EASTER EGGS TO EVERY PACK —stories, phrases, and symbols that make the brand experience more engaging and warm for those who take a closer look. |
TECHNICAL COPYwas also integrated into the design system. Dedicated graphic devices for information and technical content helped maintain category differentiation and ensure a cohesive pack design from every angle. |
ONE STORY FOR 180 SKUsbrings five product categories together in a unified Khutorok design system. Different stories, scales and contexts — but one shared story about home, land, and the people who care for it. And this system is ready to grow and scale with the brand. |
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The Project |
The Case |
