Creative Director: Nadezhda Parshina
Designer: Nikita Gavrilov
Project Manager: Anna Tsareva
X5 Retail Group Team, Brand Manager: Nadezhda Peshkur
Project Type: Produced
Client: X5 Retail Group
Product Launch Location: Russia
Packaging Contents: Beverages
Packaging Substrate / Materials: Glass bottle
Fizzy Feast: Redesign of Fizzy Drink Labels for “Market Perekrestok”
If life gives you lemons, make lemonade, right? That is what we did together with our client “Market Perekrestok”. We took a somewhat outdated design that could go unattended on the shelves, squeezed it out properly and turned it into a catchy and bright one. And these are very delicious drinks, we have tried them.
The main task was to develop a new, more modern and juicy design that will emphasise the freshness of drinks. We decided to work on contrasts and at the same time remove everything superfluous.
In the previous design the logo of the brand “Market Perekrestok” distracted from the drink itself, and the visualisations of barberry or tarragon were not associated with the naturalness of the product. The abundance of fonts also did not add clarity.
Therefore, we decided to leave the very essence of the drinks that are familiar to people since childhood. The dark blue background highlights the juicy colours of the lemon, pear, tarragon and barberry that are drawn almost schematically but stay clearly recognisable. They are the stars of the show, all the spotlights are on them. Simple fonts, logos and signs are balanced in size, the necessary information is placed on the back side. Everything is made not to distract from the taste of childhood in a new package.