About

Umnyi Vybor is a private brand of groceries and home goods created by Megamarket, one of the largest marketplaces in the CIS. It combines simplicity, quality, and a wide range of products to help customers optimize their shopping experience and save time.

Challenge

Our challenge was to expand the brand’s identity and develop a scalable packaging design system that accommodates a growing product range, aligning with the brand’s strategy to boost recognition and increase private label penetration in customer receipts.

Solution

Through packaging design, we aimed to position Umnyi Vybor as the smart choice for household management, promoting rational consumption and budget-friendly living while maintaining a familiar lifestyle. The brand helps customers save time and money for other joys in life.

We structured the brand into three categories—basic, emotional, and premium—each with distinct visual elements such as illustration styles, icons, and typography. All packaging is unified by the Bento Box layout system, where each cell serves a specific function, creating an organized and intuitive structure. This metaphorically represents the process of filling storage compartments—clear, structured, and easy to navigate.

A key focus was ensuring the design system’s scalability for future product range expansion. Additionally, we integrated AI-generated illustrations and photo styles, enabling the client’s in-house design team to efficiently create graphics using our prompts for Midjourney and Photoshop Generative Fill, saving significant resources.