Taste the show. Made with AI

Agency: Yarche Brand Leader: Danylo Martynov Creative Director: Stanislav Raksha Copywriter: Yulia Panasiuk Senior Designer: Yaroslav Kryzhanivsky Graphic Designer: Oleksandra Yefimchuk 3D Artist: Nikita Bukoros

A regional chain of grocery stores from Kropyvnytskyi planned to launch a private-label brand of wines. The challenge was to create a design system that would easily scale to 100+ tastes from different countries and price categories. A wine brand is always an emotional game. And who is a better connoisseur of emotions than playwrights? Coincidentally, the city of Kropyvnytskyi was named after Marko Kropyvnytskyi, a renowned Ukrainian playwright, poet, and theater artist. That is how MARKO brand appeared on the Ukrainian wine scene, reminiscent of a famous playwright and distinguished by an identity that is easily adapted to hundreds of tastes. We put the idea of theatre curtains into the spotlight and reinterpreted it in various minimalist and slightly abstract styles using AI. This helped us to speed up the designer's work by about 3 times. We used color coding to ease the navigation across types of wine and countries of origin and added gold elements to hint at the brand's premium line. The brand’s idea allows it to integrate natively into the city's artistic events or simply to decorate the evening with pleasant emotions.