Pryanik kindergarten – Unique present for dads



Design: Adequate and evil
Project Type: Promotional project
Client: Pryanik kindergarten
Location: Chelyabinsk, Russia
Packaging Contents: Hair and body gel
Packaging Substrate / Materials: Plastic bottle
Printing Process: film digital printing

A kindergarten has decided to make a special gift for the fathers on occasion of a Russian men’s holiday celebrated on the 23rd of February. They had addressed a creative group Adequate & Evil to come up with an idea to keep production relatively cheap but make the present unique to burst up the loyalty and word of mouth marketing aftertaste.

The idea was to make a usual, even notoriously mockingly plain and impersonal present so personal so that it would turn the idea of a present upside down and bring it to the edge of irony, thus keeping it warm and touching.

The 3 basic presents that men get for the holiday are: socks, shaving foam, and body gel. The third variant was chosen to be elevated by personal illustration made by a kid for every father and finished as a label for a hair and body gel packaging. Kids painted their variants of packaging in the class, the paintings were digitalized and put into format. Even slight imperfections were preserved as getting rid of them would mean getting rid of a piece of identity.

The designer from the creative group has sculpted the lettering block to compliment the illustration and finish up the packaging. And that’s how a collection of 50 unique hair and body gel packaging got born.

What’s Unique?
The dynamic packaging is based on illustrations made by kids from 1 to 5 years old. The final collection makes us believe that if a 1-year old can be a proficient packaging designer and all of us can.