IKI šefai is a new project from the well-known Lithuanian supermarket chain IKI, which has long been established in the market and continues to actively grow by launching a separate brand of ready-made meals and delicacies. The project was developed in collaboration with the design studio Étiquette, tasked with creating an image accessible and clear to all customers while showcasing the high quality of the products.
The new brand’s name translates from Lithuanian as “IKI chefs,” and to create it, the company invited prominent Lithuanian culinary professionals. Among them are Liutauras Čeprackas, a well-known fine dining expert; Dainius Špakauskas, an acclaimed master of gastronomic pairings; and Julija Steponavičiūtė-Vasilė, the author of the culinary blog “Kitchen Julie.” This creative union became the basis for a new culinary initiative aimed at attracting a wide audience of customers of all ages.
Étiquette’s designers aimed to capture the warmth and charm of home cooking, drawing inspiration from beloved family cookbooks whose pages are filled with notes and culinary experimentation marks. As a result, the packaging and overall visual identity adopted an informal, slightly casual, yet exceptionally charming style.
The logo employs a large typeface, easily readable by customers of any age, especially older buyers who frequently choose IKI’s prepared foods. The supermarket chain’s branded element integrates seamlessly into the word “šefai,” creating a cohesive brand perception and highlighting its connection to the primary retail network.
Special attention was given to the color scheme of the labels. Bright, expressive colors help customers quickly identify product types: blue for fish dishes, green for vegetarian options, pink for poultry, and red for meat dishes. This simplifies selection and significantly reduces the time needed to find products, especially beneficial for busy individuals buying food on the go or after a workday.
An intriguing choice was the combination of the typefaces Larken and Palmer Lake. Together, they convey a sense of elegance and reliability, granting the brand both prestige and credibility. Despite the formal touch of Larken, the overall design remains approachable and light, avoiding excessive seriousness.
The product presentation deserves special mention. Photos are intentionally casual and natural, with slightly uneven labels and gentle kitchen disorder. This deliberate choice by designers enhances the impression of a real home kitchen, where the focus is not perfect order but taste and warmth. Even candid, informal shots of people selecting dishes emphasize the lively and sincere approach of IKI šefai.
The new IKI brand successfully balances the homelike warmth with the professionalism of famous Lithuanian chefs. Accessible and appealing, it can attract diverse audiences without losing the friendly, cozy atmosphere customers have always valued in this supermarket chain.