Beverages from Chernogolovka
In a new format
Beverages from Chernogolovka are a well-known brand of Russian premium-class lemonades. The brand’s fans have known Sayany, Baikal, Tarkhun and Duchess lemonades ever since their childhood, while now they (the main consumers) are about 35 years old. As the brand strives to exceed the borders of the “classical soviet-time lemonade”, it updates itself and enhances its standing among the younger audience.
The agency’s task was to develop a new design for Baikal, Tarkhun and Lemonade beverages. Brightly colored modern packaging is supposed to grab the attention of the younger audience, while not losing the association with the main product line of Beverages from Chernogolovka.
We do not flirt with the audience and do not claim to be offering an exclusively youth product. Without trying to win their undivided attention, we still let them know that we are familiar with the youth’s priorities, tastes and hobbies – and we are willing to get closer.
Knowing about the client’s intention to update the main product line of Beverages from Chernogolovka trademark in the nearest future as well, we offered a more modern version of the logo as some kind of a transitional step towards the brand re-launch.
Updated design is not a mere demonstration of the trademarks in a new format, but also a stimulus for the brand to advance, to create and launch new products.
Without trying to win the youth’s undivided attention, we still let them know that we are familiar with their priorities, tastes and hobbies – and we are willing to get closer.
As the brand strives to exceed the borders of the “classical soviet-time lemonade”, it updates itself and enhances its standing among the younger audience.
Client: Aqualife
2016