The Ukrainian beverage brand ‘Zhivchik’ has come under scrutiny following the redesign of its packaging, which included the use of a font associated with Russian origins. The controversy emerged on May 29, when the company announced the updates to its product labels.
Criticism arose on social media, prompting the Ukrainian font rental service Rentafont to identify the typeface as one created by Russian designer Glen Jan. Users expressed concern that this font was also reportedly used on packaging for military rations supplied to Russian forces.
In response to the backlash, a spokesperson for ‘Zhivchik’ stated that any associations with the aggressor state were unacceptable. The company clarified that the font was sourced through a partner agency and purchased from an international platform. They acknowledged that neither the agency nor ‘Zhivchik’ recognized the implications of the font during the design approval process. However, they accepted responsibility for the final outcome.
As a result of the controversy, ‘Zhivchik’ has decided to replace the fonts on its packaging and promotional materials. The creative agency responsible for the redesign, Brain Tank, has also admitted to the oversight.
The Ukrainian beverage brand 'Zhivchik' is revising its packaging after facing criticism for using a Russian-origin font in its new design. The company has acknowledged its responsibility and plans to change the font in response to public backlash.