THE UKRAINIAN TASTE CODEis the new defining message of Lyubystok, a brand founded in Ukraine’s Rivne region two decades ago. The company’s philosophy and mission are rooted in one idea: to continually reinvent and rediscover Ukrainian cuisine through the power of seasonings and aromas. As part of the transformation, the company turned to us to redesign its logo and product portfolio. Let’s begin with the first refreshed product line. |
OUR INSPIRATIONcame from one of the oldest symbols of Ukrainian culture and world mythology: the Tree of Life. Its motifs appear across Ukrainian embroidery, folk painting, paper cutting, and pysanka art. The Tree of Life embodies fertility, abundance, the continuity of generations, and the deep connection between people and the land. This timeless symbol became the foundation for the modern expression of the Lyubystok brand. There is authenticity in the very name Lyubystok, which means “lovage” — a plant that has long been a symbol of love and a cherished talisman of family and home in Ukrainian culture. Bringing together the botanical and culinary meaning of the name with its symbolic and artistic dimensions, we created a unifying concept for the brand’s visual identity. |
WE REIMAGINED THE LOGO,giving it a modern look and moving away from the handwritten typeface. The new logo combines contemporary typography with a graphic interpretation of the Tree of Life. The new logo retains the brand’s signature color, with a cleaner, more confident design that performs better across formats and at any scale. |
THE TREE OF LIFE IMAGEfound a new expression in the design of the new seasoning range. For each SKU, we developed a distinctive symmetrical composition using the ingredients that make up the blend. The illustrations reimagine the character of Ukrainian folk painting — its dynamic forms, organic rhythm, and expressive freedom that have shaped Ukrainian decorative art for centuries. Through an ongoing connection with tradition, we convey the brand’s core idea — a love for Ukrainian cuisine, respect for our heritage, and openness to other cultures, bringing aromatic, soulful depth to contemporary dishes. |
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The Project |
The Case |
