ANCIENT ROMANS

created the cult of heroic Hercules in their time, but we—modern Ukrainians—went further: being a grain-exporting country, we learned to produce and mass-consume Selected Hercules oats porridge. Exactly with this product, Dobrodia Foods turned to us for packaging design at the end of the year. And we were happy to have stirred this pot together.

AS AN EXCLUSIVE FOR ATB,

the new oatmeal porridge was to catch attention on the large, colorful shelf at the major national retail chain, combining the visual attributes of Dobrodia TM and Ukraine’s modern esthetics. Our client’s team proposed an exciting form factor for this product—matte pouch packaging. For our part, we prepared several concepts. The client opted for close-up minimalism, where the macro-ear symbolizes naturalness and shows a product window that seems to stitch together the brand zone and illustrations.

WHAT WAS CHALLENGING

in this project is to make the collective image of cereal as oat as possible. We looked through many references to move away from the typical image of an oat stalk and give our ear the features specific to this cereal. Nonetheless, we opted not to go too deep into naturalness because the traditional image of an ear enables us to extend the line to other cereal products. All in all, the project was fast, effective, and universally loved. Although it made its hard way to the market already in wartime.

Project
Creative Director: Maxim Lesnyak
Designer: Roman Melnyk
DTP Designer: Dmitry Finogenoff
Project Manager: Julia Shyrinska

Case
Designer: Roman Melnyk
Photographer: Tetyana Timkova
Copywriter: Julia Shyrinska