X5 Retail Group


Before the New Year X5 Retail Group released packages with seasonal design for Pyaterochka stores. It was decided not to use images of New Year’s characters and landscapes. The grocery network needs a grocery theme. By tradition, since Soviet times, the New Year’s table has been famous for its abundance. This abundance we needed to reflect.  To achieve the goal, we have chosen the style of Soviet journals, which is so familiar to the older generation. Much attention was paid to the study of references, for a detailed reconstruction of the dishes and accessories of the Soviet times. After we reached an agreement on the dishes, the illustration was drawn from scratch; from a pencil sketch to the final drawing, in “antique” style. The result – an authentic package that perfectly stimulates purchases in the New Year period and supports the festive mood.