Project

Surf Coffee

Private Labels

Branding
Social Media
CPG

Role

Creative Ops & Direction

Awards

Description

Surf Coffee – a lifestyle and retail brand with 300+ coffee shops across Russia, Turkey, Armenia, Serbia, and beyond – expanded into CPG and F&B manufacturing. Its private label products were developed end-to-end: from concept and positioning to visual identity, packaging, branding, and digital content. The launches drove sales growth within existing distribution channels, proving the strength of the brand’s extension strategy.

My mantra bars

Visual identity for a line of nutrition bars. Each wrapper carried a mantra-like phrase, designed to energize both body and mind; supported by original meditation soundtracks for social media promotion.

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Apple Juice

Freshly pressed apple juice positioned as a kids’ drink. Packs featured children’s drawings in black and white — with colored pencils available in restaurants so kids could personalize them.

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CBD Cola

Launch of one of the first CBD-Cola products. Clean, eye-catching visual identity paired with clear educational messaging about CBD.

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Moody Lemonades

Each lemonade flavor was tied to a mood, encouraging guests to choose by feeling first and ingredients second – turning purchase into a playful ritual.

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Maybe Repeat Bites

Playful naming concept built on wordplay: two sweets in every pack that you’ll definitely want to repeat.

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Say Yes Waffle

Rebrand of a popular coffee-corner snack. Packaging was redesigned from transparent to sealed while preserving the recognizable condensed-milk swirl as a brand cue.

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Smiles Nut Snack

Chocolate-coated nuts with a fun, lighthearted visual identity — one of the most playful branding projects in the portfolio.

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Drums Sticks

A funny, tongue-in-cheek concept showing how an ordinary product can feel very playful. The goal was to spark little insights and surprises for people as they interacted with the packaging.

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Identity Bars

Protein bars with a visual identity inspired by social media aesthetics — created to fuel energy and align with digital lifestyle culture.

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Tableware Design

Dishware intentionally designed with broken letters and irregular shapes — a reminder that nothing in the world is perfect, and that’s worth celebrating.

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