A proactive concept for the snack brand Хрусteam (translated as “Crunchteam”). The brand is built around the idea of taking a break. For years, its messaging has emphasized that breaks are essential and that Хрусteam snacks belong in those moments.
We proposed a campaign focused on supporting people’s right to a proper break. The main medium would be the Хрусteam packaging. Each pack would include real stickers that people could peel off and place wherever they want as a reminder of their right to rest. I designed the stickers with a nod to rebellious underground culture, featuring the familiar spinning preloading circle as the main visual element.
The project would also include a website explaining the medical and legal basis for taking breaks. This concept was developed at BBDO as part of a pitch for PepsiCo.
Team Project with BBDO.
Creative Concept | Art Direction