Beverages from Chernogolovka
«Beverages from Chernogolovka» is a famous Russian brand of premium soft drinks. Trying to go beyond «the classical Soviet lemonade», the brand got updated and wants to strengthen its position among a younger audience, especially in the group of 15-25 year olds.
Agency was tasked to develop a new design for the drinks of «Baikal», «Tarhun» and «Lemonad». Bright modern packaging must attract the attention of a younger audience, but also not lose connection with the main brand’s line of «Beverages from Chernogolovka». We do not play with the audience and do not declare that we offer only drinks for youth. Not trying to win the undivided attention, we understand that we are acquainted with the language of young people, we understand her priorities, tastes, hobbies, and we are ready to converge.
We got to know client’s intention to upgrade the main line of «Beverages from Chernogolovka» in the future and offered a more modern version of logo as a transitional step to restart the brand. The updated design is not only launching of trade marks in the new format, it is also an incentive for brand development, to the creation and introduction of a new products.
