“Umanskiy Lemonade”is a brand of our existing client, brewery Umanpivo. This drink is already loved by certain auditory because it is good lemonade without any sweeteners and artificial coloring.
But the client would like to have more: to be loved and bought by more people.
Investigation and strategy
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”.
First, there was “pshhhhhh”. Do you remember that “pshhhhhh” blowing out just after you open the bottle? One more “pshhhhhh” when you take a first sip,and lemonade balloons start dancing in your mouth? This is one of the easiest moments that can put a genuine smile on everybody’s face, even if this person adult, it can do it without additional efforts.
That is how the idea about playful bubble friends was born. They make real pshhh craziness as soon as you open the bottle of “Uman Lemonade”. The real pshhhhh craziness became not only the main idea, but also the slogan. The bubble friends got their leader – a brad hero Pshyk, who became central hero on the label and hero of further communication.
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.
To make the right tone and make the label bright and contrasted, we took basic colors from the spectral circle. Using light-pink inscription “pshhhh” we created non-standard accent to outline the bottle among its rivals on the shelf and at the same time to unite all already existing tastes and tastes that will appear later.
Logo – is allusion on the scripts from old books for children, which were made in weird style. We rethought the approaches of those times and added modern accents to them. We made letter O in the form of the bubble to continue the story about pshhhh craziness in logo.
Director – Serhiy Maxutenko
Creative leader – Tusya Ieremenko
Art Director – Julia Bilyaieva
Senior designer – Inna Mychalska
Animation designer – Bohdan Moroz