Rebranding ___ 2023
Kroshka Kartoshka ©
Kroshka Kartoshka (literally "Little Potato") is the first Russian chain of fast-food restaurants. For 25 years, the chain has been developing its unique format: baked potatoes with fillings, created as an alternative to classic fast food. Today, there are more than two hundred cafés throughout the country, but there is no single style in the design, and you can still find different versions of the logo, various color palettes, patterns, and slogans. Our task was to update and unify the identity and attract a young audience while maintaining brand recognition.
The symbol of Kroshka Kartoshka since the beginning has been a chef wearing a jacket and cap. We refined the character, maintaining a balance between detail and readability. The chef's pose was improved in terms of anatomy, and the minimalistic suit gave him a more modern and professional appearance.
In today’s era of artificial perfection, we have created a true “Russian hygge”: the updated design refers to cozy, warm memories from childhood and the Scandinavian idea of finding happiness in everyday little things. This is reflected in the updated color palette and photography style. Graphics such as text patterns, marker underlining, illustrations, and textures created from scanned prints of real potatoes also help create a soulful and crafty design.
Modern handicraft has become the main idea for the packaging line. Uneven potato textures serve as a background for characters (for example, in the form of a potato "sun") and become part of the illustrations on the labels. The text pattern made of copylines is used on the wrapping paper, adding a touch of soulfulness with tags.
We conducted a shoot with a food photographer and developed a photography style guide in the concept of Russian hygge. The key is natural look: warm colors, sunlight, imperfect but appetizing potatoes and slight negligence. The cozy atmosphere is complemented by dishes and craft paper, wood and textiles.
A special element of the identity is the illustrations. We not only refined the chef but also came up with a companion for him —Koshka Kartoshka (Potato Cat). Inspired by real cafe visitors, we created additional characters — happy urban residents. Illustrations are actively used in packaging, online communication, and navigation. In the interior design, characters appear on posters or come to life directly on the cafe walls, becoming part of a whole microcosm.
The updated Kroshka Kartoshka in the style of Russian hygge is already delighting visitors in Moscow, and will soon appear throughout the country.
The Clients
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Design filled with love by The Clients
Creative team:
Ivan Dergachev — creative director, Oleksandr Bozhko — creative director, Lidiya Kapysh — design director,
Design filled with love by The Clients
Creative team:
Ivan Dergachev — creative director, Oleksandr Bozhko — creative director, Lidiya Kapysh — design director,
Elena Savina — project manager, Aleksandra Medvedskaya — strategist, Alexander Cherkasov — art-director,
Evgeny Revenko — designer, Daria Bukhanova — designer, illustrator, Victoria Vikhrova — illustrator,
Ksenia Lazareva — copywriter, Daria Tsareva — copywriter, Dmitriy Artemiev — copywriter,
Aleksandr Zakharov — motion & 3D design, Grigoriy Merniy — motion design, Kirill Troshin — music,
Marcel Iskanderov — photo & food stylist, Evgeny Sensorov — photo
Client team:
Andrey Kononchuk — co-founder, Vitaliy Naumekno — co-founder
Sergey Zaytsev — CEO, Sergey Lapada — CMO
