BO KHLIB
Repositioning a Ukrainian bakery brand for a new generation.
CATEGORIES
Art Direction
Brand Refresh
Packaging Design
Retail Experience
CLIENT
BO KHLIB
ROLE
Senior Designer
Challenge
The goal was to reposition the brand for a younger audience while preserving its cultural identity. Packaging became one expression of a broader visual system.
Approach
CREATIVE CONCEPT — WHERE CULTURE MEETS CRUST
Ukrainian heritage was reinterpreted through a contemporary visual language rather than literal folk references. Organic forms inspired by fields and plants were combined with bold typography, natural colours, and tactile food photography.
VISUAL & PACKAGING SYSTEM
A flexible identity was developed across packaging, coffee cups, menus, retail graphics, digital displays, and outdoor advertising. Modular compositions allowed every touchpoint to feel distinctive while remaining recognisable as one brand.
DESIGN PRINCIPLES
Modern Ukrainian identity
Flexible modular system
Warm tactile photography
Bold typography
Scalable packaging language
Outcome
The result is a warmer, more contemporary, and recognisable brand system that preserves BO KHLIB’s Ukrainian character while making it relevant to a new generation.
Seasonal cup designs — particularly the Spring and Christmas editions — generated organic social media exposure as customers began sharing them online.
Contribution
SENIOR DESIGNER — BRAND CONCEPT & VISUAL SYSTEM
Visual research, creative concept development, identity refresh, packaging design, art direction, retail applications, and cross-channel adaptation.
Other Projects
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