CHUMAK

Design: Dozen Agency
Location: Ukraine
Project Type: Produced
Product Launch Location: Ukraine
Packaging Contents: Sauce, mayonnaise

IN THE FARAWAY 2004
It was the first time Maksym Lesnyak worked with the Chumak brand, which will grow into a long and meaningful partnership. Since then, numerous work meetings, studies, designs, launches, and re-designs have happened. In 2011, we joined forces with the client’s marketing team to create a brand-book that transformed a previously fragmented style into a system of over 400 updated packaging designs. But it’s in the past now. In early 2020, another transformation began for the market leader.

BRAND PHILOSOPHY
Chumak remains faithful to its long-time value and virtue: ‘From the field to your table’. Like the 2011 re-design, when we committed to continuity to preserve the brand’s DNA, Chumak’s 2020 logo retains that familiarity across the generations of consumers. The latest re-design brings a bunch of contemporary features, such as simplified letter and badge shapes, laconic colours (two instead of three), and improved readability. Chumak now has a refreshed look, bolstered by transparency, openness, and a champion’s ribbon.

POLYCHROMATIC BLUE
The brand’s primary colour changed, albeit in a somewhat non-linear manner: its shades were used to distinguish product categories in the portfolio better. So be on the look-out for new packaging: the rollout for the first two categories in Chumak’s portfolio—sauces and mayonnaise—has already begun. The colours of paper name badges that differentiate products within the line remained unchanged as a marker of the previous packaging colour code to make it easier for consumers to find the products they know and love.