Agency: R Agency
Creative Group Head: Dima Liutyi
Art Director: Myroslava Shevchenko
Designer: Olena Shturba
Senior Account Manager: Maria Ursta
Photographer: Ilmira Pulina
Danone Ukraine/Senior Marketing Specialist: Roman Khavrel
Danone Ukraine/Senior brand manager: Viktoriia Rybchenko
Project Type: Produced
Product Launch Location: Ukraine
Packaging Contents: Lacto-juice
Packaging Substrate / Materials: Plastic
“Aktual” is a unique lacto-juice on the Ukrainian market produced by Danone. It is a healthy refreshing drink for teenagers that is sold only during summer. Each year Danone changes Aktual’s design to keep up with trends. They want to prove it’s not only called “actual” but always stays actual for real.
That’s why it wasn’t enough to create just a fresh-looking design. We had to make teens really connect with the product and get a feeling that Danone is on the same page with them.
Last year we based our Aktual design on the idea that it’s always actual even in the weirdest situations. Now we went further and want to say: “Aktual is not only actual itself — it can make you actual”.
We designed the packaging to look like it’s covered with stickers.
These days teens use stickers as a way of expressing themselves and what’s more important keeping their beloved things actual. That’s why almost everything is covered in stickers: phones, laptops, notepads and sometimes even cats and flowers. So when you are holding a bottle of Aktual, everyone around you knows that you are in the loop.