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Olkom is a popular Ukrainian brand famous for its sunflower oil-based products since 1999. In 2020 it launched a new series of high-quality spread that combine vegetable and milk fats. While it is well marketable in Western Europe, Ukrainian customers perceive spread with a particular prejudice. The reasons are contradictory information in the media and market's overflowing with cheap and often low quality "fake butter." Olkom has manufacturing facilities that allow producing healthier spread without trans fats.
The main challenge was creating the innovative appearance of Olkom spread and making it stands out of both categories: butter and spread. The design combines the "milky," countryside atmosphere with an idea of the plant origin of fats. As a source of inspiration, we took Ukrainian folk crafts (Petrykivka art in particular) to reflect the emotions of homemade and natural food. However, we slightly reimagined ornaments to make them look contemporary and cross-cultural. The color palette is typical for dairy products, yet rare for a spread and moderately used for butter.
Prime design trick is that one can display the packaging upside down without any harm to the identification and overall impression. Only the logotype has direction, but it is recognizable in any position. It allows the packaging to look good on a table or in a horizontal supermarket fridge with 360 degrees observation. Also, it helps avoid risks of improper placing on the shelves.