Following the scandal, “Zhyvchik” is updating its label design: the font will be replaced with a Ukrainian one
2 June 20:05
The Ukrainian beverage brand “Zhivchik” announced that it would replace the font used on its updated packaging following criticism on social media. Users pointed out that the font is of Russian origin.
This is stated in the company’s announcement, as reported by "Komersant Ukrainian".
Zhivchik’s official response
In its statement, the brand explained that during the design process, it used a font proposed by a partner agency and officially purchased through an international platform. At the approval stage, neither the agency nor the brand identified “additional contexts that later came to light.”
“Zhyvchik has always been and remains a brand with Ukrainian values. Any associations with the aggressor state are unacceptable to us. […] Such mistakes are unacceptable, so together with our partners, we are further strengthening the process of reviewing creative materials in the future,” Zhyvchik added in the statement.
The company noted that the creative agency was responsible for selecting and using all design elements, including typography, and guaranteed their lawful use.
“After receiving feedback from consumers and conducting an additional review, we immediately began an internal analysis of the situation together with the agency. Regardless of the results, the company decided to replace the disputed font with the Ukrainian ERMILOV PRO, created by Kirill Tkachov and Serhiy Makarenko. The process has already begun, and the updated font will be used in new product batches and in all advertising materials,” the company added.
The company is also reviewing its internal procedures for working with contractors and tightening requirements for documentary proof of rights to all design elements used in marketing materials and on product packaging.
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Statement from the creative agency Brain Tank
The creative agency Brain Tank, which developed the new brand identity, also published a statement regarding the font used in the new “Zhivchik.” They referred to the font choice as “our ‘blunder’” and apologized for failing to verify the information thoroughly.
“The font was officially purchased on myfonts.com, credited to designer Elena Kowalski under the alias Glen Jan. And that’s where the mistake began: we did NOT conduct a thorough analysis of the font in question, nor of the designer’s background, nor of where else it is used. This is unacceptable going forward! We understand this. And we apologize once again,” the statement reads.
As a reminder, the brand recently faced a wave of criticism after changing its brand identity by abandoning its traditional design and using a typeface called Road Radio, developed by Russian-born designer Elena Kowalski.
Information also spread online that this font is allegedly used on packaging for products intended for the Russian military, specifically ration packs.
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