Berega Poputal — Kissel Packaging Concept

Berega Poputal is a student brand identity and packaging concept for kissel, a traditional thick fruit drink. The project reimagines a familiar product through naming, a bold visual identity and an unexpected packaging format.

The name combines the kissel riverbanks of Russian folklore with an idiom about overstepping boundaries. That tension defines the brand: a childhood favourite with a different attitude.

The final system brings together a tall 500 ml aluminium can, a striped Cyrillic wordmark, pixel lettering and three berry characters: Cheeky Cherry, Shocked Sea Buckthorn and Sly Strawberry. The horizontal rhythm of the lettering continues through spring coils and shutter shades in the project visuals.

The case also shows the exploration behind the identity. One discarded name, Gus Stoy, splits the Russian word gustoy (thick) into goose, stop! Another route involved Batyushka, a custom Cyrillic typeface that I drew, built and digitised under Anastasia Kuprina’s guidance. This typeface was explored on an earlier packaging concept and is not part of the final brand identity.

Developed on the Art Direction in Branding programme at the British Higher School of Art and Design, 2023–2024. This is an educational concept, not a commercially launched product. Product, shelf and lifestyle scenes are concept visualisations and include AI-assisted imagery.

Design: Karen Danielyan — strategy, naming, identity and packaging. Tutors: Evgeny Razumov — packaging; Nastasya Isaeva — strategy; Anastasia Kuprina — guidance on the Batyushka typeface; Sasha Mir — naming.