Agency: Jekyll&Hyde
Creative Directors: Mikhail Rakov, Artiom Gelvez Kostenko

Art Director: Maria Ustinova
Copywriter: Mikhail Rakov

Designers: Daria Lonckoo, Nadezhda Kulakova
Account managers: Elena Palamarchuk, Yana Negrya
Location: Russia
Project Type: Produced
Client: Mitch & me (Инкосметикс)
Product Launch Location: Russia
Packaging Contents: Shampoo for dogs
Packaging Substrate / Materials: Plastic
Printing Process: Digital printing

People love their pets. But even more, they love to take pictures of them, upload them to the network, and then collectively be touched by these photos on Instagram.

The concept is to use this fun “addiction” of pet owners in creating packaging and brand image. In each new edition of shampoos, the brand uses amateur photos belonging to real consumers on its packaging signed on its Instagram. And each new edition on the label there are new and new users, regardless of the pedigree of their favorites, professional images and everything else. And so again and again.
Consumers literally become a part of the brand, participate in its development and the formation of its visual appearance. And packaging becomes a full-fledged flexible channel of communication with the consumer.


*This case study presents what the very first released circulation that went on sale looks like.