Chepochyom

PROJECT

“Chepochyom” (“Чёпочём”) is a conceptual student packaging project for sunflower seeds inspired by post-Soviet courtyard culture. The project combines naming, a hand-written typographic logo, illustration, and packaging design into one expressive visual system. The main idea was to show sunflower seeds not just as a snack, but as a small everyday ritual deeply connected to street life and shared moments.

The packaging comes in three flavors:

• Herbs (зелень)
• Sour cream (сметана)
• Paprika (паприка)

Each flavor has its own color accent while keeping a consistent brand style.

MASCOT CHARACTER & CULTURE

The main mascot is a pigeon – one of the most iconic residents of urban courtyards. In post-Soviet cities, pigeons are part of the everyday street landscape, just like benches, playgrounds, and old apartment blocks. The pigeon dressed in a tracksuit is an ironic, exaggerated character, referencing the aesthetics of 1990s–2000s courtyard culture. It’s not a real person, but a playful cultural archetype that feels instantly familiar. The bench is a key visual symbol — a place where people sit, talk, observe life, and crack sunflower seeds. It visually anchors the product in its natural cultural environment.

NAMING & INSCRIPTIONS

The name “Chepochyom” (“Чёпочём”) comes from informal spoken language and sounds deliberately casual and playful. It feels like something you’d hear in a conversation, not in advertising. The logo is hand-written, reinforcing the idea of authenticity, imperfection, and a human touch – just like the culture it references.

Phrases like:

“Courtyard sunflower seeds” (“Дворовые семечки”)

“Bold roast” (“Дерзкая обжарка”)

add humor and personality, using street-style language to shape the brand’s voice.

RESULTS

The final result is a packaging concept where character, typography, naming, and visuals work together to tell a cohesive story. “Chepochyom” is about nostalgia, humor, and shared cultural memories – turning a simple snack into an emotional and recognizable experience.