The Ukrainian beverage brand ‘Zhivchik’ has found itself at the center of public outcry following an update to its label and bottle design. The changes sparked a wave of criticism not only due to the new minimalist style but also because of the use of a font believed to be associated with Russian origins.
This is reported by Finway
Official Response from the Brand to the Accusations
After the negative reaction on social media, the producer announced its decision to change the fonts on the packaging and in advertising materials. The company emphasized that ‘Zhivchik’ has always remained a brand with purely Ukrainian values, and any associations with the aggressor state are unacceptable. The post also noted that the responsibility for the final appearance of the product lies with the manufacturer, despite the fact that the font was proposed by a partner agency and officially purchased through an international resource.
“‘Zhivchik’ has always been and remains a brand with Ukrainian values. Any associations with the aggressor state are unacceptable to us. We consistently support Ukraine and categorically condemn Russian aggression.”
The brand also stated that together with its partners, it will strengthen the process of checking creative materials to avoid similar mistakes in the future. Additionally, the company thanked everyone for whom ‘Zhivchik’ is an important symbol for many generations.
Details of the Scandal Surrounding the Redesign
The radical change in the label design to a minimalist style outraged many customers, who called for a return to the previous brand identity, which for many is associated with childhood. Particular dissatisfaction was caused by the font design: users noticed a similarity between one of the inscriptions and the Road Radio typeface, created by a designer of Russian origin under the pseudonym Glen Jan. It is known that the font was officially purchased through the Ukrainian web service for buying and renting licensed fonts, Rentafont.
The criticism also reached the agency Brain Tank, which worked on the new design. To find an optimal solution, the agency announced a grant of 50,000 hryvnias to anyone who proposes a new design for the label and bottle.
In the context of this scandal, the media also recalled an incident where a Ukrainian in a Miami (USA) store saw a ‘Kyiv Cake’ with labeling that indicated the place of production and legal address in Moscow.