Samokat private label is one of the company's fastest growing business lines. In 2023, over 1,000 products were produced under the private label. To put this into perspective, their number was about 100 in 2020.

Such rate of new product releases can make it difficult to ensure stylistic consistency. So this year, we had all of our packaging audited. As a result, we decided to create a new design that would communicate more effectively with the customer and be more easily scalable.

All products are divided into four categories. Each category is associated with a certain archetype. But the priority we had when creating the design was its functionality.

The everyday category is based on the good old chap archetype—he's all for simple, universal human values such as kindness, love, loyalty, and honesty. And he brightens your mood.

This category includes basic staple foods, classic products, mostly single-component, which can most often be found on the shelves or in the fridges at customers' homes.

It was most important for us to improve the consumers' user experience, so we:


· put all the main product information, including cooking time, on the front of the package

· added tips on how the package can be used

· factored in how products are typically placed on the shelf and repeated important information on the sides of the package

· accentuated shelf life and production date information for perishable products

Samokat private label includes not only foods, but also household chemicals, hygiene products, and even pet care products. A new, non-food subcategory appeared in 

the design system, with its layout referring to the everyday category, while its infographic reflects the segment it belongs to.

When developing the design for this category, we consciously moved away from its usual flashy colors, active graphics, and clutter. We wanted to create a package that would not only be convenient and easy-to-read, but would also harmoniously match the interior of customers' homes without creating any visual noise.

This category relies on the wise man archetype—he helps you get smarter and gain new skills, encourages decision-making, and broadens your horizons. Prices in this category are usually upmarket.

Products in this category stand out with their unique character, high quality, and handicraft.

The redesign aims, among other things, at speeding up the process of creating SKU designs. 
Neural networks are of great help here. A large number of images and illustrations for the premium category are generated using artificial intelligence. This helps speed up the design work while maintaining high quality.

The health category is based on the guardian archetype—he's a guide and a mentor, with him you feel safe and cared for. Helping others is his priority in life.

This category is made up of products that take care of people and have an added value: sugar-free, low-sugar, low-fat, lactose-free.

We have developed detailed guides to make the redesign process comfortable, fast, and consistent.

The redesign effort, however, does not end here. Samokat private label assortment is growing daily, and the category design system is much needed. So we have come up with a system of filters that helps both highlight product uniqueness and keep product design in line with category design. We are further going to share more cases describing that in greater detail, so make sure to follow our updates.

Oleg Lyskin

Daniil Ostrikov

Ekaterina Kachlaeva

Anastasia Khoroshilova

Valeria Obrazkova

Aleksandra Osipova

Yulia Mordovina


Maria Kazanova

Anastasia Kalinina

Elizaveta Ditkovskaya

Natalia Borisova

Varvara Kuskova

Vasily Baylo

Ekaterina Akolelykh

Anastasia Starostina

Marusya Nesterova

Stefania Shumtsova

Liza Skorobogatova

Daniel Chuvashov