Derrick Lin


Design: Design studio Glad Head
Project Type: Produced, Commercial Work
Client: Supermarket chain Klass
Location: Kharkov, Ukraine
Packaging Contents: Cookery, bakery products, burgers, noodles, candies
Packaging Substrate / Materials: Plastic, Cardboard, paper

There are a lot of supermarkets in our country. They all are similar to each other big and light. Each of them has a lot of fish and vegetables, a large variety of soap and buns but in deed there is no supermarket itself.

This story is about one supermarket which doesnt want to be as the next one with flat, borring taste. So it decided to start talking to its visitors. But how? In such a huge supermarket there are so many people and they all are different. How to be well-liked to everyone? If you cant get on everyone, let it be. We decided to create an intagible hero whose image will be created by his owner. For someone It can be a longtime school friend who they were fighting with using baguette swords or a girlfriend who was afraid of any bread crumb poising her neat figure and for someone it can be his granny who adds her own secret ingredient-love into every dish. The New Klass represents associations which are particular for every customer. And they are absolutly about joyfull and careful friend.

We refused from all needless. Klass started to be more simple and clear. Only good mood was left.

When you order ant’s bottoms with garlic dressing you just want to smile and say COOL (Klass) and that is the emotion we placed stake on