Just Be Nice Studio

Pokrovka 2/1s2, Moscow, Russia

Agency: Just Be Nice studio
Art director: Igor Kiselev
Designer: Alina Vengerskaya
Project Manager: Yana Gerasimova
Project Type: Produced, Commercial Work
Client: Moloko Ingredients
Location: Moscow, Russia
Packaging Contents: Ice cream
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

Moscow studio Just Be Nice designed a package for the new ice cream “Semenych”.

The task was to design a simple and recognizable, but universal packaging. Such product can be found on the shelves of regular grocery stores and premium supermarkets at the same time.

Ice cream “Semenych” has two tastes: halvah and halvah with chocolate chips. For each taste, we have chosen simple and, at the same time, expressive color associations: red and blue.


What’s Unique?
To make the package more “popular”, we came up with an recognizable character — grandfather Semyonych. This is a simple villager who grows sunflowers. It is not difficult to guess that for the production of halvah, our character carefully selects the best seeds.

We took into account the specifics of the packaging type. Wrapper packaging is wrinkled and “shrunk”, so most designers try to fill the front side with one large image, without details, which occupies all the space and clearly demonstrates the contents of the goods.

In the case of the Semenych ice cream, we used the products as part of the illustration. Thus, we not only created a successful image, but also told what is waiting inside.

Due to the color solutions and the hero, the wrapper turned out to be simple and fit in with the concept of the ice cream. But at the same time, anyone who chooses “Semyonich” in the store’s fridge will be able to find in it something emotional and seemingly familiar.