Ustukių Malūnas is a well-known Lithuanian rice cake snack brand with a broad range of flavours and a familiar presence on shelf. After a successful Christmas limited edition, the brand approached me to develop a new seasonal packaging concept for spring.

The brief came with a clear constraint: the design needed to hint at Easter without relying on obvious or culturally specific symbols like eggs. The product was intended for distribution beyond Lithuania, including markets where Easter is not widely recognised or celebrated. The packaging therefore had to feel relevant across different cultural contexts, not tied to a single tradition.

The solution focused on reframing the theme from “Easter” to a broader sense of spring. This shift allowed the design to communicate renewal, lightness, and seasonality without depending on explicit holiday cues.

Bunnies became the central visual element. For audiences familiar with Easter, the reference is clear. For others, it reads simply as a spring motif. This dual interpretation made it possible to keep the concept flexible without losing meaning.

Maintaining continuity with the Christmas edition was important. The illustration style was carried forward to ensure both releases feel connected, like part of the same limited series rather than separate campaigns. This approach helps build recognition and reinforces the idea of a collectible range.

Illustration also plays a key role in differentiation. Compared to the brand’s everyday packaging, this direction introduces more character and narrative, while composition and structure are kept aligned enough to avoid disconnecting from the core identity. The balance was to create something distinct, but still clearly part of Ustukių Malūnas.

The final packaging communicates a seasonal shift without being literal. It feels fresh and spring-oriented, while allowing more specific associations, like Easter, to remain optional depending on the viewer’s perspective.

On shelf, it stands apart from the standard range but does not feel out of place.

The visual continuity with the Christmas release strengthens the idea of an ongoing series, opening the door for future seasonal editions built on the same foundation.

The outcome is a flexible design that works across different markets while maintaining a clear identity and a cohesive visual language.