“Zhyvchik” has updated its design: the brand has been criticized for using a Russian font
1 June 06:12
The Ukrainian beverage brand “Zhivchik” has updated its label and bottle design, sparking a negative reaction from users and criticism of the font, which some claim is Russian. The manufacturer announced the rebranding on Threads, according to "Komersant Ukrainian".
“Zhivchik has grown and changed along with you! Energy, inspiration, and the familiar taste—now in updated packaging,” the post reads.
The drink’s new style is now minimalist and understated, which has sparked outrage among customers calling for the return of the brand’s former style, as many associate it with their childhood.
Users paid particular attention to the typography on the label, specifically the similarity of one of the inscriptions to the Road Radio font. According to data from Rentafont, a Ukrainian web service for buying and renting fonts, it was created by a Russian-born designer under the pseudonym Glen Jan.
The creative agency Brain Tank, which developed the new design, stated that the font issue is being “carefully reviewed” and that they will communicate their decision later.
They also noted that the “number of emotional and professional comments” regarding the design of the new “Zhyvchyk” label came as a surprise, adding that “they had no idea the brand was such a true national symbol.”
The agency announced a redesign grant of 50,000 hryvnias to whoever proposes a new design.
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