“Zhyvchik” explained what will happen to the classic and modern versions of the design
9 June 06:53
The Ukrainian brand “Zhivchik” has announced that it will continue to produce the beverage in two design versions—classic and modern. The company announced this on its official Instagram page, thanking consumers for their support and interest in the changes to the brand’s visual style, according to "Komersant Ukrainian"
The company emphasized that over the years of “Zhivchik’s” existence, generations have changed, and with them, the brand itself. At the same time, according to the manufacturer, the most important thing has remained unchanged: it is still the same iconic Ukrainian “Zhivchik” that consumers know by taste and recognize throughout different periods of their lives.
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“Zhivchik” explained that there will be two design versions
In its statement, the brand noted that over the years, “Zhivchik” has had its own image, style, and character. Consumers associated the drink with holidays, gatherings, travels, and important moments they wanted to remember.
That is why the company decided not to abandon either of the visual versions and announced that both designs will remain in circulation. This refers to the modern and classic packaging designs.
The brand promises to preserve what matters most—the taste
In its statement, “Zhivchik” specifically emphasizes that, despite the different visual designs, the company is keeping what consumers love about the drink unchanged—its taste.
In this way, the brand has effectively responded to the interest and, likely, the discussions surrounding the product’s appearance, emphasizing that Zhyvchik’s story continues and will continue to evolve alongside its customers.
Why this matters for the brand
For many Ukrainian consumers, “Zhivchik” is not just a drink, but a well-recognized brand with a long history. That is why any changes to the design or positioning elicit an emotional reaction from the audience.
Previously, the Ukrainian beverage brand “Zhivchik” updated the design of its label and bottle, which led to a negative reaction from users and criticism of the font, which they called Russian.
The drink’s new style is now minimalist and understated, which has outraged customers who are calling for the brand’s old style to be restored, 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 typeface. 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 issue of the typeface 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.”
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