by Theresa Christine Johnson on 11/19/2015 | 3 Minute Read
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.
“Moscow factory processed cheese ‘Karat’ and for the first time in its 81-year history, the company held a large-scale rebranding and redesign of its products, which is familiar to every Russian. For updated corporate brand and packaging throughout the product line, Karat hired agency Depot WPF. The new version of ‘Karat’ abandoned Soviet-style soft cheeses - the usual globe, sweeping the letters ‘Friendship,’ retaining only the recognizable color code - red-yellow for ‘Friendship,’ blue and yellow for ‘Waves,’ turquoise and yellow for ‘Amber.’”
Saturated yellows and reds are reminiscent of packaging from the 70s and 80s. Yet the overall design is minimal, giving it a breath of fresh air for today’s consumer.
Creative director of Depot WPF Alexey Fadeyev says, "The new corporate identity ‘Karat’ and the design of its flagship line of processed cheese is a new interpretation of retro heritage in a modern version. We are driven to extremely complex system of simple signs to iconic characters. The basis of style was captured Soviet Suprematism beginning of XX century.”
Depot WPF Strategist Farhad Kuchkarov adds, “After a lot of research, we have refused to follow the path of categorical mimicry, is indicated for the Carat role of one of the leaders and trendsetters, and took quite a bold and for the company and for the market as a whole moves. And it is not only the merit of researchers and us - a big role in this was played by the client and the team, which was ready for such changes.”
Designed by: Depot WPF