A Playful Packaging System for Ukraine’s Largest Retail Chain

Silpo’s own production team came to us with a simple brief: make the range feel as joyful and unexpected as the brand itself.

We created a playful packaging concept built around Ukrainian internet culture, familiar humour and wordplay. Each cake became a small character with its own personality, while the illustrations and copy reference locally recognisable memes and cultural moments. Some of the jokes are intentionally subtle — the kind of details that reward shoppers who take a closer look.

The visual system combines warm, dessert-inspired colours, rounded forms, expressive illustrated characters and unexpected copy. Even the side panels become part of the experience, turning the packaging into something to explore rather than simply a container for the product.

For an international audience, the specific references may not always be familiar — but the principle is universal: use humour and cultural context to create an emotional connection at the shelf.

Because Silpo is a brand built around joy, we wanted the cakes to do more than look delicious. We wanted them to make people smile before they even take the first bite.