Victor et Louise

Agency: Dozen Agency
Art-director: Olena Tverdokhlib
Graphic designer: Lev Liulchuk
Location: Ukraine
Project Type: Produced
Client: Victor et Louise
Product Launch Location: Ukraine
Packaging Contents: Food, yogurt, cheese
Packaging Substrate / Materials: Glass, paper

The product itself dictated that the primary feature for its positioning be its craft nature. The spouses are making goat cheese on their farm near Kharkiv. Working on this project, we literally immersed ourselves in this family business, observing the cheesemaking process and talking a lot to company owners. This is how we managed to embrace its character and find a visual form for it.

We made the logo in calligraphic type to highlight the customer-centric attitude and signature style of production. We also added an “animal” quality and emotionality with an image of the goat and, later, a cow after the product range was expanded. This is also how we labeled the product lines for the buyers to distinguish goat cheese from cow cheese.

The branding of “pedigree” cheeses was what we proposed to do not only on the packaging but on the product itself. Wheels of cheese with the logo branded onto them stand out better anywhere—from sophisticated food festivals to chain store shelves.

The image of modern farm was embodied in Victor et Louise packaging through a harmonious combination of natural colors, fashionable flowery prints in dark tones, and exciting font compositions.