Ayran Ayranich Packaging Design

Brand Identity for Ayran (Yogurt Drink)

Ayran Ayranich—a tale of tradition crossing borders!

Challenge: An Azerbaijani dairy company wanted to introduce their Ayran drink to post-Soviet countries, focusing on local markets and street food restaurants. The brand needed to create a sense of warmth, nostalgia, and familiarity, while establishing a genuine connection with consumers.

Solution: We turned Ayran, a drink loved by Turkic-speaking nations in the Soviet Union, into a character. The story follows the evolution of this character as it enters the Russian market. On one side, we have a Caucasian, Turkic-speaking man selling Ayran. On the other, a character reflecting Russian cultural nostalgia—introducing “Иван Иваныч”.

Inspired by the journey of Azerbaijani ayran venturing into the Russian market, this design bridges cultural authenticity with a modern twist.

With his “aerodrom” hat, big mustache, and friendly, sincere smile, “Ayran Ayranich” is here to bring a touch of joy. 

The visual elements echo the brand’s heritage, while playful details capture the transformation into “Ayran Ayranich.” This packaging not only preserves the essence of Azerbaijani flavors but also embraces its evolution into a product for a new audience. 

Credits:

Brand Strategist: Ayran Ayranich Creative Director: Agarajab Jafarov Lead brand designer & Art Director: Talat Ali Graphic Designer: Sabina Farziyeva​​​​​​​