The Christmas identity for Zavertailo is a story of light piercing through the darkness. The main objective was to reimagine classic holiday symbols and adapt them to the brand’s vibrant and bold character.

Solution The visual language is based on custom ‘straw-style’ graphics. Traditional symbols—the Christmas Star, the Malanka Goat, the Straw Angel, and the Horse—were transformed into sharp, dynamic lines. This aesthetic adds a sense of craft associated with baking and the warmth of the oven, while maintaining a modern edge.

The packaging system is built on a contrast of black and white with gold accents. The graphics ‘cut through’ dark surfaces and continue onto light ones, symbolizing the transition from night to day. Every element—from stollen boxes to beverage labels—became part of a cohesive narrative about a vibrant, character-driven Christmas.