CHAK-CHAK THE SWEET RICHES OF BASHKIRIA
ICONIC BASHKIR SWEET When leaving Bashkiria, remember it as sweet, crunchy, fragrant, and honeyed. The Bashkir brand «Kipchakskie» upholds the legacy of a great national culture while giving it a fresh new take. We helped “Kipchakskie” breathe life into a souvenir line of an iconic Bashkir sweet known as CHAK-CHAK. Gift-wrapping was developed within the platform of the main brand: «New Versions of Age-Old Recipes». We were faced with an interesting challenge: expressing the centuries-old essence and traditions of Bashkiria with the help of modern visual language tools.
THE LEGEND ÂŤIn old times, thin snakes were rolled from dough and split into equal pieces. These were fried in boiling oil and then dipped in honey, so that their fragrance spread throughout the land. The people waited for night to fall, when they would sit down at the table and boil tea made from steppe grassÂť. So goes the CHAK-CHAK legend, written in the wake of the thousand-year history of the Kipchak nomads, especially for a souvenir brand.
A HISTORY OF SEVERAL THOUSAND YEARS The visual idea for the packaging evolved under the influence of «chocolate» design. We were inspired by the subtle and refined examples seen in premium sweets. On a metaphysical level, the patterns and minimalist geometric designs in their packaging reveal the image of the product itself and transmit its energy. The color scheme has a well-founded symbolism. Soft warm green incorporates a variety of Bashkir landscapes, from steep hills to flat plains. Milky beige refers to the natural flour used in the preparation of CHAK-CHAK. Bright orange doesn’t just evoke honey, but also belongs to the main «Kipchakskie» brand and creates a connection with its logo through color.
The main visual element is a variation on traditional Bashkir ornamentation, the composition of which reveals a natural, dualistic perception of the world: day and night, light and dark. As one of the oldest forms of artistic and illustrative creativity, such ornamentation expresses the connection between modern Bashkortostan and the steppes of the ancient Kipchaks. Its eclectic design tells a history of several thousand years. At the same time, the use of Turkic motifs set in modern graphic patterns allowed us to deliver CHAK-CHAK from the unfettered steppes into the hands of modern cities.
ENJOY YOUR TEA! THE SWEET RICHES OF BASHKIRIA — we used this slogan to develop promotional material targeted at foreign guests in the Republic. A souvenir of national spirit and flavor. Venerable traditions of the past that allow us to thoughtfully bring a great culture into the future. CHAK-CHAK souvenir packs will be available at railway stations and airports in Bashkortostan, as well as certain hotels in the region. Our gift brand has received special approval from the Shanghai Cooperation Organization as a modern and tasty gift with Turkic roots.
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