The Zhyvchik will retain its classic design following consumer criticism
Following a wave of discontent on social media over the updated look of the bottles for the popular drink “Zhivchik,” the manufacturer decided not to abandon the old design. The company will release the product in two design versions simultaneously—the classic and the updated. In late May, the brand unveiled a new identity that included changes to the bottle’s shape and the label’s appearance. However, the reaction from some consumers forced the manufacturer to reconsider its decision.
The company noted that over the years, the brand has changed repeatedly along with generations of consumers, but the drink itself has remained unchanged. “‘Zhivchik’ has had its own image, style, and character over the years. But the main thing remained unchanged—it was always the same iconic Ukrainian ‘Zhivchik,’ the statement reads.
As a reminder, at the end of May, the brand unveiled a revamped identity, which included a new bottle shape and a redesigned label. However, the rebranding sparked a mixed reaction among consumers.
Some users compared the new bottle to a bottle of sunflower oil, and the label design to that of certain Russian brands.
Brain Tank, the creative agency that worked on the brand refresh, previously stated that they did not expect such an emotional reaction. Following the criticism, the company also announced a contest to refine the design with a prize of 50,000 hryvnias and promised to further investigate the issue regarding the font used.
The brand’s team reported this on social media.
Zhivchik’s redesign drew criticism due to the use of AI.
As a reminder, Coca-Cola will launch its first alcoholic beverage in the second half of 2021. It will be a low-calorie alcoholic seltzer (up to 6% ABV).
