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Packaging > 13.2 Food & Beverage Packaging

KARAT: NEW APPROACH TO RETRO

by Depot WPF
Gold

Moscow soft cheese factory ‘Karat’ held the first large-scale rebranding during its 81-year history and redesigned its products, which are familiar to every Russian. The new version of ‘Karat’ abandoned Soviet-style soft cheeses design including the image of the globe, sweeping letters ‘Friendship’ (’Druzhba’) and retained only the recognizable color codes of different cheese types. The overall design is minimal, giving it a breath of fresh air for today’s consumer.

The new design of Karat’s flagship product range is a modern interpretation of retro heritage. An extremely complex system is turned into of simple iconic signs inspired by Soviet Suprematism of the beginning of the 20th century.

Simple and striking, this new cheese packaging does away with images of cow pastures and barns with a totally different approach. Using distinct lines and blocks of color, Karat cheese mixes retro inspiration with a modern and clean approach.

Agency
Credits
  • Creative Directors Alexey Fadeev, Alexandr Zagorsky
  • Art Directors Nikita Ivanov
  • Designers
  • Illustrators
  • Photographers
  • Editors
  • Copywriters Fara Kuchkarov
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