"Kuzno" — that's how the emotional Italians pronounce the Russian word "vkusno". It is also the name of a YouTube channel where our Italian friends get to know Russian food and life, at the same time showing us the specifics of their national mentality.

Together with online store Gen, we created a collection for all kuznolovers. We were tasked with a laconic, stylish, and friendly merch design that can be used every day.

In the design of the prints, we used the Italians' catchphrases, which are beloved by the audience and have become popular: "manly man," "tough broad," "super-samogon," "my tummy is very happy," and others.

The main character is the channel's brand character, the charming bear.We slightly refined his appearance and character and created different images: somewhere he's wearing a hat and balalaika, somewhere he's wearing an apron, and somewhere he's wearing a Superman cape with a bottle of samogon.

The Kuzno collection includes both basic items such as T-shirts, sweatshirts, shopper, and useful gadgets and accessories: travel organizers, powerbank, sports water bottles and more. You can buy merch on gen.ru.

Art director: Sergey Samofalov

Designer: Valery Golubtsov

Project Manager: Margarita Bulanceva