A Fox with a Nose for Good Food

The Ukrainian farm brand Poltavska Tsypochka has undergone a rebrand ahead of its planned expansion into regional retail chains. The refresh includes a new visual identity, a packaging design system, a website and a new brand character – a Fox who acts as the brand’s food expert and helps shoppers navigate the product range.

Poltavska Tsypochka is a family-run farm in Ukraine’s Poltava region, with over seven years of experience in the market. The brand specializes in poultry raised in natural conditions without antibiotics or growth hormones. Its products are made using natural feed, carefully developed recipes, established production processes and selected premium spices.

On the packaging, the Fox interacts with the products: sniffing them, inspecting them, hunting them or even claiming them for herself. To help shoppers quickly identify different products, she holds a chicken, turkey, rabbit or duck in her paws. Color-coded labels further distinguish the product categories, allowing shoppers to identify the type of meat at a glance.