Lyubich. Brand platform, naming, identity and design system for the line of cheeses from the lake region

Glubokskij milk canning Factory launches a new brand of natural cheeses “Lyubich” on the shelves. The brand portfolio includes semi-hard and aged varieties.

We started by building a brand platform. It was important to determine what to talk about in the new branding. After the stage of audit and building a map of visual-emotional territories, a lane was found — “Cheese that unites loved ones”.

Building off the platform and values, we proposed the name “Lyubich”. The name comes from the name of the Slavic god of love, marriage and family values — Lelya (Lelio, Lel). Phonetically it sounds like a derivative of the word “favorite”. The name has an association with tenderness and coziness.

The logo is a fantasy illustration of a mythological character often depicted playing a piper surrounded by birds.

The emerald color of the package, symbolizing freshness and naturalness, harmonizes well with the color of the cheese. The “Belarusian quality” label emphasizes the origin of the product.



Cheese “Lyubich” from the lake region is made with care to unite all cheese lovers and give them natural and healthy products.





Project team:

Olga Oleinik — Head of the project

Irina Shebeko — Technical director

Julia Kostyukevich — Designer

Natalia Elinskaya — Account director

Anna Vasiukovich — Project manager

Konstantin Oleinik — Creative strategist