Roshen: A New Design for the Line of Children's Christmas Gifts
Task
Roshen, a leading confectionery producer, approached Monami ADV with a request to update the design of its annual children’s Christmas gift sets. The goal was to create a modern, unified product line that combines vibrancy, recognizability, and the festive Christmas spirit associated with the brand.
Concept
Five thematic designs were developed:
- “Christmas Handbag”
- “Christmas Market”
- “Christmas Fireplace”
- “Joyful Celebration”
- “Birdhouse for the Winter”
These themes were brought together by vibrant illustrations inspired by fairy tales that resonate with children.
Solution
Characters:
The main protagonists are animals and birds depicted in a cartoonish style. These characters, inspired by Ukrainian nature, create a cultural connection and evoke warm emotions in children.Illustrations:
The fairy tale-inspired visuals were adapted to a festive theme, crafting an atmosphere of celebration and magic.Color Palette:
A traditional Christmas color scheme — red, green, yellow, and orange — highlights the holiday mood and enhances the aesthetic harmony of the line.Unification:
All concepts are visually unified, ensuring coherence and ease of perception.
Result
The updated gift line became modern, vibrant, and emotionally engaging for both children and adults. The design aligns with the festive atmosphere of Christmas and evokes associations with family celebrations.
Conclusion
Roshen's Christmas gifts with the new design are already available in stores, delighting customers. This case demonstrates how thoughtful teamwork and an emphasis on cultural and festive values can strengthen the emotional connection with a brand and enhance its recognizability and emotional appeal.
