What I did here
Worked on creative idea, concept and visual system. We started from a childhood insight: holidays are not only about joy, but also about restrictions. “Don’t touch, it’s for New Year,” “wait until everyone sits down” — phrases we all remember. We decided to flip this logic and, with a pinch of childhood trauma, came up with the line "Go grab and celebrate" (Берем и празднуем*).
*In Russian, «берем» means not only “to grab” but also “to do right now, without hesitation.”
Through a series of trials and errors we found the right tone — warm, nostalgic, familiar across generations. Inspired by Soviet postcards and school parties, we created custom lettering that looks like a handwritten permission, right on the packaging and posters. Together with simple graphic tricks and a set of characters, it became a flexible system for packaging, OOH and POSM.
Why i love this project
New Year is always a challenge: it feels like every insight and visual has been used, every pun exhausted. That’s why it’s so satisfying to find a fresh angle. Even better — the campaign worked both for the client and for customers, who shared the products online, perfectly reflecting VkusVill’s value of connected relationships. And we ourselves first learned about the launch not from the client, but from my mom, who sent a WhatsApp photo of salad in the new festive package.