The ISD Group, an awarded Kyiv-based design agency, works with major players such as Philips, P&G, Carlsberg, and Vodafone to name only a few, yet also creates heart-warming concepts for local Ukrainian brands that wish to stand out and compete at the highest of levels. The agency aims to create products that work better and live longer while focusing their efforts on breakthrough projects and pioneering positive change. “We redefine advertising by merging innovative technology with deep behavioral insights, crafting campaigns that don’t just reach audiences but inspire and drive meaningful change in the world,” the agency writes about their work ethos. praised on imagination and crisp execution, the ISD Group’s true talent seems to be in risk-taking, as they understand high risk most often means high rewards. “We are excited to work with visionaries who have the courage to innovate. To do what no one else has done before. To stand out like no one else.”
We are excited to work with visionaries who have the courage to innovate. To do what no one else has done before. To stand out like no one else.
How to package the entire Ukrainian pastry art and convey the true madness of flavors in a single identity?
That was the question the team at ISD Group asked themselves when Honey, a famous Kyiv confectionery approached them with a request to design a new, fresh visual identity for the brand. Since its founding in 2013, Honey has become renowned for its innovative dessert philosophy. By 2023, its original honey-shaped logo and monochromatic yellow-white color schemed identity no longer reflected the brand, which had grown to represent the sophistication of its culinary artistry, impeding the brand’s evolution.
Honey uncovers and fuses a kaleidoscope of exotic, local, and international ingredients, presenting unrivaled tastes, like candies with Ukrainian herbs and black chokeberry. The rebranding aimed to embody that unique product complexity. To help in exploring the variety of desserts (more than 100 items), the creative team developed a fun From Pleasure to Surprise-scale concept. “We reinvented Honey’s identity to showcase the layered textures, scents, ingredients, and artistry of each dessert, moving beyond mere taste,” the designers and creatives behind the concept explained. “By deconstructing desserts into ingredients depicted in varied forms and colors, we uncover their core before customers experience it firsthand.
To see more ISD Group’s inspiring work – and some amazing behind-the-scenes footage of Honey’s packaging – follow them on Instagram.
Credits:
Michael Traverse – Strategic Director, [Reiseplan]
Oksana Chumak – Strategist, [Reiseplan]
Marharyta Nazarenko – Strategist, [Reiseplan]
Maria Mishchenko – Strategist, [Reiseplan]
Viktor Shkurba – Creative Director, [isdgroup]
Iryna Lipavska – Lead Designer, [isdgroup]
Karina Kutsenko – Designer, [isdgroup]
Tasha Leus – Junior Designer, [isdgroup]
Yaroslava Kravets – Project Manager, [isdgroup]
Uliana Koinichenko – Copywriter, [isdgroup]
Vitalina Lopukhina – Сalligrapher, VikaVita
Natalia Azarkina — Photographer
Andrii Gorlov – 3D Artist
Stanislav Zavertailo – Сo-founder, CEO, Honey
Anna Zavertailo – Сo-founder, CBDO, Honey
Victoria Mular – COO, Honey
Maryna Frolova – Сreative and Brand Director, Honey
Eugenia Chabanova – Content Director, Honey
Svitlana Melnychenko – Packaging Production Manager, Honey