Pribináček had not been updated in over two years. The brief was to update the traditional Czech brand for the next generation of children, and align it with current trends.


Being a beloved traditional Czech brand, there were a number of conservative constraints on how much the design could be altered. We had to work within this narrow window, and focus on small visual changes that would be more “sensed” than overtly noticeable on the shelf.


Our solution was to visually simplify the brand with a few tiny steps. We decluttered the design by removing the photographs of fruit and flavours, and replaced them with softer illustrations.  We removed the dated color gradients in the background, softened the cat and enlarged his eyes, and added a soft swath of grass along the bottom to balance and ground the illustration. The result was a subtle change that spoke clearly but softly.