OH, LOOK! A BIRD!Ok, so, let's look at how it all began. One day, we were approached by the owner of Jaivir, a food industry company. Way back when, it was actually the first in the Ukrainian market to package and brand self-produced confections like halva, caramelized seed & nut bars, and puffed brittles. The company did a great job developing distribution and improving the quality of its products, albeit leaving the visual identity and packaging somewhat neglected since the time they were designed in the early days. |
LOGO & COLORwere the brand attributes we decided to preserve and polish a bit, enhancing the brand typography with a bird-like glyph. The text is all well and good, but in the age where people are more influenced by pictures, you've got to have a skylark somewhere nearby, an emotional and cute creature with a degree of symbolism in it. |
LETTERING BYZhenia Spizhovyi has helped bring Jaivir to life. The playfulness and dynamism are still there, but the logo has become rounder, more harmonic and mature. Also, it has become more readable. And the final touch was the dot over the “i” in the form of a little bird. |
MAGIC MEADOWin Cherkasy Region is where our skylark dwells among the picturesque forests, in which oaks and ash trees grow (or even sunflowers and peanuts). Whatever is there, you definitely can spot up there in the branches a bird or two with the ambitions of a major brand. |
THE DIVERSITYof the confectionery assortment of Shpolyansky Foodstuffs Plant (which owns Jaivir) includes many brands and products in all kinds of packages. During the strategic sessions with the client, we united them all under the refreshed Jajvir brand to strengthen it and boost brand exposure—because on the shelves it always competes with a vast world of other confectioneries on the one hand and booming healthy lifestyle promotion on the other hand. |
IN THE MYTHOLOGY,skylark connects heavens to earth, and the Jaivir brand connects the pleasant to wholesome: your wish to have something sweet to an opportunity to reap benefits from natural ingredients (nuts, cereals, and seeds). Therefore, we decided to position the brand as traditional wholesome confectionery, especially since Jaivir includes a line of fructose products. For every product group, we created a design that is different in terms of color and content in a trendy flat style. |
WHITE COLORwas a deliberate choice for the halva group. We consciously accounted for the possibility of it being printed on a certain kind of film. To be totally honest, the diversity of product groups, lines, packages — with and without a window, different weight parameters, — it all was like a problem with too many variables. But we made it! |
IT'S NOT ALL ABOUT PACKAGING
for Jaivir now. We used the vivid corporate color in other identity attributes, too. We even established a brand legend and a descriptor: «Sweet seeds» for all those wanting to munch on something sweet.
NOW THE BIRD CAN FLYabroad with a new, adapted Latin-type logo. We thought transliterating the brand name as Jaivir would do it little good outside Ukraine. This is how we came up with the Lark—a character that would look much more familiar in the producer's export destinations. |
ProjectCreative Director: Maxim Lesnyak |
CaseArt Director: Helena Gavriluk |
