pshhhhhh of your childhood
The lemonade is first of all drink for children, but we had to expand the audience from just children and kids to pre-school children, teenagers and even adults who would love to feel the “taste of childhood”. We’ve been cycling through dozens of ideas, and when we took time-out we realized that everything genial was simple.
Joy. It is said “Happy like a child” because children can be happy sincerely, for real. They don’t think about unfairness of life or that life is complicated and irrational. They just live and enjoy every moment. They enjoy every little thing: water splashed from the water gun, sudden snowfall, rainbow after rain and whatever else! The best thing we could do for children (and for over “inner children”) was to give them one more reason of joy in a form of “Uman lemonade”.
The form of Pshyk is very easy and clear form of bubble: he has nice round cheeks, snub nose and friendly smile. We created all illustration to be easy adapted to any taste just changing their form, example on another fruit.
But our characters are not just “stickers” on the label. They are living heroes with arms and legs which could be animated in digital-communication making them the main heroes of different stories: astronauts investigating the wide open spaces, dancers, little naughty kids on scooters. In sum they can do whatever every child and “inner child” can only imagine.
Head of project — Serhiy Maxutenko
Creative leader — Tusya Ieremenko
Art Director — Julia Bilyaieva
Senior designer — Inna Mychalska
Animation designer — Bohdan Moroz