HELLO, ALPHAS!We have news for you. While the olds are movingly recalling the famous Alf’s affection for cats, a completely new generation or Alphas has grown up following the Zoomers. They also adore cats, but not only cats. In fact, like all teenagers, they like junk food, and anime, a lot of different gimmicks, cutting a dash and… meat. The DMYTRUK team decided to make teenage snacks tasty and healthy. And they have launched a new line of special KABANOSY flavors — Pizza and Crab. After all, DMYTRUK, like its TA, enjoys cool experiments and has lots of innovative ideas. |
AND THINGS REALLY TOOK OFF —even the brand attributes, from the logo to the technical text panels on the back of the packaging, gained depth and dynamism through the new lens. And everything sparkled with bright colors. Actually, doing something for teens is quite a challenge: scrolling through TikToks, studying slang, hunting for trends, closely observing the avatar of the TA and these slightly alien creatures. Well, indeed, it would be cringey and childish to launch something that would just get roasted or hated on. |
AND IF THEY ASK US LATER:“What were you guys puffing?” — we’ve got the ready answer: “Crabs and chickens!” That’s how Crabchicken and Flying Pizza were born. Bold and cool tasty crushes, those who are not afraid of being different, potential heroes of modern comics and manga. But seriously, Crabchiken is a celebration of the unexpected product — a meat snack crafted from chicken, infused with crab flavor. We decided to maximize all the ingredients, so we created this cool illustrative combination — crab top, chicken bottom. |
VIVID ADVENTURESof striking characters require a bright visual language. We developed it on every level: from layered stickers with bold messaging to a pulsing gradient backdrop and unCrabby fonts, living somewhere between Japanese anime and street-style graffiti. By the way, the background solution for the Crab packaging is not a random set of graphic elements, because it’s micro-waves and micro-sand, the very landscape Crabchicken strolls across. |
THE CLAW AS ITS OWNcool thing. It is very recognizable and communicative. It was important for us not just to bring two characters into the world, but to make them friends, creating an internal drama in their relationship. Since Pizza was developed first, and the Crab later, it was also essential to balance their eyes, making sure the anime-style expressiveness of their gazes was in perfect harmony. And now the mischievous Crabchicken is surfing on Pizza or elegantly feeding it to the always-hungry teens. |
ALL THESE STORIESwere brought to life not only in the packaging design but also in branded stands in the retail stores. Don’t hesitate between Pizza and Crab — take both, because KABANOSY is always one love. |
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