A playful packaging system for cakes and desserts by Ukraine’s largest retail chain

Silpo’s own production team came to us with a simple brief: make the range feel as joyful and unexpected as the brand itself. We created a playful packaging concept built around Ukrainian internet culture, familiar humour and wordplay. Each cake became a small character with its own personality, while the illustrations and copy reference locally recognisable memes and cultural moments. Some of the jokes are intentionally subtle, the kind of details that reward shoppers who take a closer look. Th