Brand Identity Overhaul for Zhyvchyk Sparks Public Outcry
Zhyvchyk, a well-known Ukrainian soft drink brand, has rolled out a redesigned visual identity—only to face widespread criticism on social media. Consumers have voiced strong objections, particularly over the abandonment of the original packaging style and the use of a typeface linked to Russian origins. The news was reported by the Ukrainian outlet Glavkom.
The refresh includes a new bottle shape and a more minimalist label with fewer design elements. One of the fonts used closely resembles Road Radio, a typeface created by Elena Kowalski, a designer of Russian background who works under the alias Glen Jan. The creative agency Brain Tank, which led the rebranding effort, has announced a 50,000 hryvnia grant to fund a redesign revision.
Brain Tank acknowledged receiving an unexpectedly large volume of emotional and professional feedback regarding the new label. The agency stated it would thoroughly review the font choice, recognizing how sensitive the issue has become for the public.
“Zhyvchyk has grown and changed with you! Energy, inspiration, and the familiar taste—now in a refreshed package.”
Separately, the confectionery giant Roshen has launched its own line of ice cream, highlighting the broader trend of Ukrainian manufacturers actively expanding their market presence.
Consumer Reactions and Market Implications
The rebranding of Zhyvchyk has become a hot topic among consumers, as such changes can directly impact brand recognition and customer loyalty. In today’s increasingly competitive market, companies are eager to adapt to new trends, but they must carefully weigh consumer sentiment before making drastic shifts.
At the same time, Roshen’s entry into the ice cream segment signals growing interest in Ukrainian brands that are diversifying their product lines to meet evolving consumer demands.