The Ukrainian beverage brand «Zhivchyk» found itself at the center of an information storm following the launch of its new packaging. The redesign, intended to refresh the company's image, provoked a wave of criticism from users and design experts.
It all began on May 29, when news broke about the company's plans to update its packaging design. However, the joy of the new additions quickly turned to outrage when attentive users noticed the typography on the labels.
Russian Trace in the Design
The Ukrainian font rental service Rentafont was the first to raise the question of the origin of the used font. According to specialists, the updated labels featured a typeface created by a designer of Russian origin — Glen Jan.
The situation was exacerbated by claims circulating online that this specific font is used on the packaging of dry rations for Russian military personnel. For a Ukrainian brand positioning itself as patriotic, such associations became unacceptable.
Company and Agency Reaction
The «Zhivchyk» press service reacted promptly to the scandal, emphasizing that any associations with the aggressor state are absolutely unacceptable for the company. In an official statement published on Threads, brand representatives explained the circumstances of the incident:
«During the design work, a font proposed by a partner agency and officially purchased through an international resource was used. At the approval stage, neither the agency nor we identified additional contexts that became known later. At the same time, we understand that responsibility for the final result also lies with us».
Admitting the mistake prompted immediate action. The company decided to completely replace the fonts on the packaging and in all advertising materials.
Creative agency Brain Tank, which was responsible for developing the new design for «Zhivchyk», also took responsibility for the situation. Both parties acknowledged that the verification of the font's origin was insufficient, despite the official purchase of the license through international resources.
Incident Outcomes
The scandal with «Zhivchyk» served as another reminder of how carefully one must attend to branding details during a conflict. Even the unconscious use of elements associated with the enemy can provoke a sharp reaction from society. Currently, the company is working to rectify the situation to regain consumer trust.