Shmat (Шмат) — in Slavic languages, this word means a large roughly cut piece of meat or other food. I created and developed this brand as part of my coursework at the Visual Communications program (BHSAD 2014, curator Leonid Slavin). The packaging concept combines post-ironic brutality with names like Лютый конь (Fierce Horse), Бешаный бык (Mad Bull), Шальной олень (Wild Deer), along with rough handmade illustrations drawn by me. Custom Cyrillic lettering reinforces the crafted feel of the concept. The project received a Pentawards Tokyo 2014 award and later attracted interest from Unilever.
The project was featured in The Package Design Book 3 by Taschen — a catalog found on the shelf of nearly every packaging design studio.
