Packaging Design // REBRANDING

The company “Krasny Pischevik” - marshmallow company based in Minsk, Belarus. It is a modern confectionery enterprise whose history began in 1870. This is one of the largest confectionery factories in the Republic of Belarus with tradition and rich history. The project was inspired by the texture of a product. Manual monotype printing technique was used, and then transferred into digital format. Rebranding design of the package shows shape and structure of main product “Zephyr”. Problem: A new identity for a business which includes a revised name, slogan, visual brand identity and package design. Current brand design associates with the USSR era, communistic time, and past generations. Solution: changes to an existing color palette, logo, font style that are subtle improvements on brand, keeps visual identity fresh for the market. A new Product packaging represents a company in a new light and stands out from other companies. The design elements reflect the shape of a circle. Typography in this project uses 4 fonts, which reflect old Belarusian, Jewish, Russian, and modern cultures.