Design: Angelina Kopilevich
Project Type: Student Project
School: HSE Art & Design School
Tutor: Leonid Slavin
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Plastic
Printing Process: Flexography
I created «Otmorozhenoye +» ice cream, inspired by techno music. This ice cream is for those who love techno. The graphic solution is based on a big letters that runs through the entire package. I also added some minor details like lines and + signs to emphasize the techno theme. The typography in the large title conveys the beat-down rhythm of this music, symbolizing the scale of sound.
I have added flavor markings, which are located in the letter “O” on the can itself and on the lid, so that it is convenient to navigate when choosing a flavor. Each SKU is assigned its own color, it also has a flavor navigation role. The background always stays gray, which accentuates the concrete, urban spaces in which techno music is usually listened to. The color of the inscriptions is very vivid, which emphasizes the vibrant tone of the music.
The jar itself is round, compact in shape with a plastic lid, so that it is convenient to take such ice cream with you to a party. Naming is such a joke. The name has a double meaning. The root of the word otmorozhenoye — morozhenoye (мороженое), which means ice cream, and the «ot» prefix makes new word otmorozhenoye from morozhenoye, which means punch-drunk in Russian. This is the stereotypical name for those who listen to this kind of music.
Things that makes this package design unique are naming and non traditional way to show the ice cream