Kstati is Yandex Market’s first private label, offering marshmallows, napkins, tea, and dozens of other home essentials.

The name lives out the brand concept. Kstati («by the way») is a reminder that there are groceries you definitely need. And also that a large pack of cookies is a great reason to invite someone over for a visit.

The packaging design met multiple needs for us. It had to be variable, scalable, emotional, understandable, convenient, and, of course, stylish. The result was pastel color packages with vivid, relatable texts.

The brand communication followed suit: it’s concise, stylish, and understated. Never talking down to buyers, we focus on a caring approach and the simple joys. We could all use a little more of that.