Hercules – Boo! edition

Derrick Lin


Agency: ANGRY agency
Creative Director: Serhii Malyk
Designer: Nadia Diachenko
Copywriter: Serhii Malyk
Account Director: Inna Polshina
Client: Sergey Redko
Project Type: Produced
Client: Hercules
Location: Kyiv, Ukraine
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Cardboard
Printing Process: Digital printing

What happens to most of the packs? They are thrown away. But some packs live longer. For example, in Ukraine our grannies used to keep buttons, threads and needles in the round metal cookies boxes and our grandpas used to keep nails, hooks and screws there. And it was fascinating to dig in these treasures for every child. And these metal cookies boxes stood in a buffet as a decoration. So, that metal cookies boxes were created to attract attention and store cookies, and it received another function – to decorate home and entertain.

Together with Hercules team, Ukrainian ice cream brand, we have created ice cream packaging that will attract attention, store ice-cream and entertain children. “Boo!” edition is four different packs you can play with. Just move the inside part of the pack up or down and the monster will change its face. Of course, every monster has its name and temper.

In Ukraine with sound “Boo!” people scare each other. It’s like boo in English, only without a negative shade.