CDD
selected projects

Creative Directors Duo
with one shared vision: to craft ideas 
that matter and mean something. Together,
we bring a balance of words and visuals,
strategy and artistry, insight and impact.

Grigory Rakovskiy , Pavel Lukyanov

& Julia Borisova      




Yandex Lavka // What a Wonderful Life
rebranding
big idea
campaign
video
OOH



Our campaign has become a manifesto of everything Lavka believes in: celebrating the joy of life in any convenient form.

First, we asked ourselves,
"How are people actually doing?"

Basically, it’s like this:

wake up,
have breakfast,
go to work, work, work,
go home,
have dinner,
watch TV or browse TikTok,
maybe do some more work,
have sex (maybe),
and then repeat.

Routine, right?

And also stress, impermanence, crisis,
and war: people are getting poorer, it’s harder to plan, and life isn’t getting any easier.

So, we can’t really call on people to carpe diem right now or suggest they change their routine in any major way.
In this situation, people would probably just tell us to fuck off.


However, we can draw attention to the small, nice moments that already surround them every day, like:

  • the opportunity to sleep a little longer while Yandex Lavka delivers breakfast and coffee.
  • or that feeling of calm and confidence when 
  • the refrigerator is stocked with food.
  • or the moment when you realize that you have 
  • the right to buy a bag of gummy bears just 
  • for yourself and not share with your kids.

 
It turns out, this isn’t just a routine — this is life. And what a wonderful life it is!

That’s how we came up with our brand line:
Yandex Lavka. What a wonderful life.

Also we created a new logo, brand book, 
and a new brand tone-of-voice




Yandex Lavka // What a Wonderful Private Label
“From Lavka” is Yandex Lavka's private label brand. Since Lavka's mission is to help customers celebrate the joy of life, it’s only logical to place 'From Lavka' products at the very heart of the story.

Yandex Lavka // What a Wonderful New Year 2024




How was last year for our customers?
Not great. Stress and uncertainty.

And how do they feel about the New Year?
Pretty much the same.

The New Year is the same stress and uncertainty—just wrapped in beautiful paper: queues, traffic jams, crowds.

And rules.
The New Year is one of the most overregulated holidays:

where to celebrate the New Year
with whom to celebrate the New Year
what to give for the New Year
when to give New Year gifts
when to open New Year gifts
what to put on the table for the New Year
what to wear for the New Year
what to cook for the New Year
how to cook for the New Year
what songs to listen to for the New Year
what movies to watch for the New Year
when you can start celebrating the New Year
when you should stop celebrating the New Year
And yet, following all these rules doesn’t guarantee a happy New Year.

So, what can we do to help our customers celebrate the joy of life during the holiday season?

This year, Yandex Lavka will help people celebrate the New Year their way — not the way others expect.


Feel free to drop us a line here:

tg // mail // in // ig