Sladkiy Zapas — Playful Berry Jam

Sladkiy Zapas is a packaging concept for a range of berry jams designed to turn everyday family breakfasts into playful moments. The project draws inspiration from Karlsson-on-the-Roof, a character created by Swedish author Astrid Lindgren who became a beloved part of Russian childhood culture through Soviet animation. The design reimagines this nostalgic character in a fresh, contemporary style, connecting childhood memories with a new generation.

The central idea was to make Karlsson more than just an illustration on the packaging. His exaggerated arms reach toward a jar of jam, creating a humorous and dynamic composition, while the bright red propeller-shaped cap transforms the pouch itself into a miniature flying machine.

The flexible spouted pouch offers a convenient alternative to traditional glass jars. A vibrant pink and green palette, playful typography, and a gingham pattern inspired by a breakfast tablecloth reinforce the warm, cheerful atmosphere. The range includes raspberry, strawberry, and cherry flavors.

The concept of flight extends into the visual presentation, with floating pouches and berries bringing Karlsson’s playful spirit to life. Together, these elements turn a familiar everyday product into a small, joyful experience for the whole family.