About

Samokat’s private label is one of the company’s fastest-growing business areas. From just 50 SKUs in 2019 to over 1000 in 2023, the rapid expansion called for not just visual appeal, but a clear and scalable design strategy that could support brand consistency and growth.

Challenge

With new products launching at high speed, maintaining a unified style became increasingly difficult. Our challenge was to develop a design system that scales easily, communicates effectively with the customer, and reflects Samokat’s smart, modern, and caring brand personality.

Solution

Following a full audit of the existing packaging, we developed a new visual system built on structure, functionality, and emotional clarity.

The product range was divided into four categories — Everyday, Premium, Impulse, and Wellness — each assigned its own archetype. We focused on user convenience:

— moved key information (e.g. cooking time, shelf life) to the front of the pack;

— added usage tips directly to the packaging;

— accounted for shelf placement by duplicating key info on the sides.

The result is a cohesive, scalable identity that’s easy to manage and instantly understandable — making every product feel smart, accessible, and well-designed.