Reclaiming the East

Daria Tarasevych Creative Copywriter Postmen Olena Horobets Art Director Postmen Vladyslav Kalenskyi Graphic Designer Postmen Olena Poliakova Project Manager Postmen Olena Vedmid CEO Postmen Anna Seniuk Creative Director Postmen

Description  The Ukrainian East is more than a landscape — it’s a region of deep traditions. By seizing our territories, Russia isn’t just taking land; it’s trying to erase Ukrainian identity. To fight this, we revived the lost East Ukrainian “Shakhtarsky” (Miner’s) cake from Luhansk. Its production stopped after the 2014 occupation, but now it returns with its original recipe and bold new design. The packaging incorporates real coal from the region, turning every box into a tactile tribute to resilience and cultural memory. Brief and Solution Our goal was to draw attention to the need of returning the cultural heritage of the occupied Ukrainian lands. Partnering with confectionery Honey, we revived the historic “Shakhtarsky” cake, a symbol of Luhansk’s culture. We preserved the recipe while reshaping the cake into a spoil tip. The packaging, featuring illustrations made with real coal, reflects the region’s mining heritage. Each package of “Shakhtarsky” cake not only conveyed the message but also collected donations for the soldiers who are now returning occupied lands of the Ukrainian East. Cultural Context The “Shakhtarsky” cake was once an iconic treat in Luhansk, a mining city in Eastern Ukraine. After the 2014 occupation, it disappeared, becoming a lost piece of cultural heritage. Reviving it is an act of resistance, keeping Eastern Ukrainian identity alive. The cake’s spoil tip shape and coal-infused packaging honor the region’s mining legacy. At a time when Ukrainian culture is under attack, this project helps preserve its history. Materials We pushed creative boundaries by incorporating authentic coal from the region into our illustrations and typography. This unique material not only reinforces our deep connection to the East but also transforms every package into a celebration of resilience and history. Manufacture During the campaign, a total of 750 cakes were produced. Each cake cost about $6 to make and sold for nearly $8, with all proceeds donated to support the Ukrainian Armed Forces. Display The “Shakhtarsky” cake was being sold in Honey confectioneries. To advertise it, we transformed a cafe window into an exhibition of Oleksandr Chekmenyov, a well known photo artist from Luhansk.