awards
goal
In 2018, Ohmybrand collaborated with Perekrestok to create the look for the Green Line private label. Since then, our team has been helping the brand grow, and this year we were fortunate to collaborate on its update again.
Over the brand’s existence, the topic of healthy eating has become increasingly popular. The previous visual style didn’t reflect modern trends or convey its values to a growing audience.
Ohmybrand was tasked with redesigning the brand while preserving its key elements—the white background, signature line, illustrations, and warm communication—but making it more relevant, fresh, and understandable.
“Eat right, live deliciously!”
What have we done?
Communication has become more caring, humane, and gentle. The Green Line is a guide to a world of healthy and happy living. Its mission is to show that a green lifestyle is easy, simple, and accessible, which is reflected in the new slogan: “Eat right, live deliciously!”
We realized the key thing: today’s consumers want to remain themselves. They’re not ready to completely change their habits, but they’re open to reasonable changes. For shoppers, “simply healthy” is no longer enough; it also has to be “delicious.” That’s why we focused on appetizing food zones.
A new character pool has been added—a family of mice for the cheese line. We’ve simplified the fonts—they’re no longer “crafty” but more legible and straightforward. We’ve removed the “watercolor” graphics, making them more relevant. We’ve put together a guideline to make it easier to launch new SKUs (there are already 750 of them!)
OMB Quote:
“It’s inspiring to create a brand and watch it develop, adjust steps, and make it more relevant. Now, Green Line has grown to 750 SKUs, and it’s no longer just a private label, but a standalone, recognizable brand. Its products are found in every fifth receipt at Perekrestok; the brand is recognized and loved by customers!”
Green Line Quote:
“In our redesign, we strived to convey the message that everyone can enjoy healthy eating without compromise and with pleasure. We wanted our products to not only delight with their taste but also become part of everyone’s daily life.”
works
client
team
Creative Director — Nadezhda Parshina
Art Directors — Yulia Zhdanova, Alexandra Pershina
Senior Designers — Danil Volozhanin, Anastasia Panarina
Designers — Margarita Akimova, Daria Ioanna Galimskaya, Ekaterina Vorobyova
Project Managers — Marina Tikhonova, Natalia Kiryutenko
release
Art Director — Alexandra Pershina
Senior Designers — Maria Egorova, Anastasia Panarina
Photographer — Alena Sinitsyna
Animation — Katya Kolykhalova
