Lucky Zlaki. Baked crispbreads

Agency: Funky Agency
Art director: Ilya Tumaikin
Designer/Illustrator: Polina Molchanova
3D-visualisation: Konstantin Simonov
Project manager: Alexander Ryazanov
Location: Russia
Project Type: Produced
Client: Cheremushki
Product Launch Location: Russia
Packaging Contents: Baked crispbreads
Packaging Substrate / Materials: Paper
Printing Process: Digital printing, Emboss

The team of the producer of bread and confectionery “Cheryomushki” approached us with the idea to create a modern and functional product that can support the health of its consumers, make their life brighter and more interesting.

The selection field of choice for healthy lifestyle supporters is oversaturated with brands of crispbreads. The uniqueness of Lucky Zlaki lies in a variety of flavors. Building positioning on this differentiating attribute and filling the story with emotions – these are the tasks of the first, strategic, stage of brand creation that our team faced.

Being healthy in mind and body, appreciating your individuality, being free from frames — this gives meaning to everyday life, makes every day desirable and bright. These values unite the brand’s audience. That is why the positioning is based on the ideas of pleasure from life, personal freedom, and health care.

Visual solutions reflect the brand’s character – inspiring, vivid, positive, and freedom-loving. We have specially developed a series of funny illustrations with characters that emphasize the individuality of the audience and will be able to communicate with it through different channels. The logo’s playful letters also convey a sense of joy in life and harmony with oneself.

Differentiation of flavors in the line is built through the colors of packaging and food zones, where the brand suggests what the product will be ideal and useful. All important information about the quality of the product is displayed in the stamps at the bottom of the front side of the package.

The brand has already appeared on the shelves of a commercial network in Moscow. Very soon it will be presented in most cities in Russia. Enjoy the palette of flavors and rejoice in life with Lucky Zlaki!