#Brand Strategy  #Campaign  

The strength of being yourself

Brief
The Smereka brand was conceived inside ALCOline company long before the war, but active development began in spring 2022. We needed an idea that combined the original vision of the product and would be relevant today, but will remain relevant after the end of the war. It was necessary to find an honest understanding of reborn Ukrainians and just not repeat what has already been said a thousand times by other brands.

Brand
The essence of the new brand is to transform Ukrainians into themselves in a metaironical way. Today we consume a lot of heaviness and pathos in everything. It is necessary and understandable, but it is tiring. So because of this tone transformation could slow down. In order for the transformation not to stop, we need a new vision of new ukrainians — a lighter, ironic one. It may not be completely clear to everyone, but it is fresh and inspiring.

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