IKI šefai

SITUATION

Fact 1: IKI is the second-largest retail chain in Lithuania, operating for 30 years with approximately 250 stores nationwide. IKI constantly innovates in the retail market.

Fact 2: By 2025, none of Lithuanian retail chains had contemporary PL culinary packaging design, making us envious of designs in France, the UK, and the US.

Fact 3: IKI’s commitment to innovation and the marketing team’s trust in our proposals (e.g. the decision to avoid using photos) led to a breakthrough in this category.

The most important goals of the project:

• improved look & feel of the IKI deli category
• top-notch mainstream design (suitable for all TA)
• navigation (vegetarian, fish, poultry, red meat)
• max visibility on shelves and in e-commerce

SOLUTION

The design is inspired by a cherished and frequently used cookbook, its margins filled with notes and fingerprints. It evokes a sense of home comfort while welcoming new experiences, traditions, and innovations, making everyone feel like a chef in the kitchen.

The creative process is guided by three words: simple, self-confident, and optimistic. These words resonate with the IKI buyer archetype, known as Everyman.

The logo is large and easily readable, ensuring it appeals to buyers of all ages (fun fact, seniors are among the most frequent purchasers of Chicken Kyiv).

The colour scheme is designed to catch the eye of buyers who may be busy with their phones, in a hurry during lunch breaks, or tired after work. Blue labels identify dishes with fish, green labels mark dishes without meat or fish, pink labels indicate poultry dishes (especially popular among our parents), and red labels signify dishes with red meat.

While the texts and illustrations transform everyday decisions into positive experiences.

Nothing more is needed, because IKI sefai (chefs) are self-confident.

DELIVERABLES

• logotype
• packaging design system
• brand and packaging guidelines