Zhyvchyk Brand Update
Following intense criticism on social media over its new bottle design, the popular Ukrainian soft drink brand Zhyvchyk has announced it will now offer its products in two versions: the classic packaging and the updated one. The brand’s team shared this decision on social platforms. In late May, the company unveiled a refreshed visual identity that included a new bottle shape and a redesigned label.
The update sparked mixed reactions among consumers. Many took to social media to voice their disapproval, with key points of debate including:
- the use of a typeface similar to Road Radio, a font created by a designer of Russian origin;
- comparisons of the new bottle to a container for sunflower oil;
- the label’s resemblance to designs from certain Russian brands.
The rebranding effort was carried out by the creative agency Brain Tank. In response to the backlash, the company launched a design improvement contest with a prize of 50,000 hryvnias. It also pledged to further investigate the font used. As the brand team stated:
“Zhyvchyk has had its own image, style, and character over the years. But the main thing has always remained the same—it has always been the same iconic Ukrainian Zhyvchyk.”
The Importance of Brand Perception
This situation highlights how crucial consumer perception is for a brand, especially at a time when cultural identity is under close scrutiny. Offering the product in two packaging variants could serve as a compromise, allowing the company to retain customers who prefer the traditional look. At the same time, the contest-based approach to refining the design may bring in fresh ideas from the community, which could help improve the brand’s image.