When redesigning the packaging for the Sochnaya Dolina KIDS range, we needed a design that would sit comfortably with the main brand while speaking directly to children. The solution was a mascot that would appeal to both boys and girls aged 5 to 10.

We created a series of characters that look like ripe, round fruit and pair naturally with the fruit and berry images on the pack. Each flavor got its own character, with its own facial expression and background color. We paid particular attention to the mascot’s shape and pose so it could work at a large size on the pack and catch shoppers’ eyes from a distance.

The logo lockup is shaped like a cloud, highlighting the light, airy feel of juices made for children. The brand name and signature icon stay unchanged, keeping the visual link to the main juice brand. Playful brand typography supports the idea. Its soft, rounded forms echo the character, the fruit and the lockup itself, creating a coherent, friendly brand image.