Task

After the VinnytsiaPobutkhim chemicals plant was transferred to a new owner, one of the largest distributors of household chemicals in Ukraine, Athena Group, it was necessary to rebrand the most famous trademark, “Vuhustyi Nyan”. Rebranding had to be done accurately, so as not to lose the recognizable character, and in a way that was sufficiently distinctive to ‘break away’ from the previous image.

Details

Most Ukrainians knew about the “Vuhustyi Nyan”, so the task was to modernize it, add the character’s image to the packaging design and keep the products recognizable to consumers.

When we updated the branding, we appealed to the joyful moments of the first years of life. The new character, Vuhastyk, creates a playful and a little mischievous impression of routine tasks and retains the connection with the previous brand at the level of naming.  

The differentiation between the products in the line was made by adding details to the character’s image: it held a laundry basket on the washing powder, a bouquet of flowers – on the chamomile gel, etc.

The packaging also connects with the previous well-known brand at the level of color. 

For foreign markets, we adapted the naming in a rhythmic and playful way as Bubble Bunny.  

The new image of Vuhastyk has already appeared on all products in the line. The updated design not only provides safe care for children’s belongings, but also improves mood and makes parents’ daily efforts even more pleasant.