Honey: Playing Packaging

Viktor Shkurba – Creative Director, [isdgroup] Iryna Lipavska – Lead Designer, [isdgroup] Karina Kutsenko – Designer, [isdgroup] Uliana Koinichenko – Copywriter, [isdgroup] Dmytro Likhovyy – Creative Technologist, [isdgroup] Andrew Sergeev – CTO, [isdgroup] Yaroslava Kravets – Team Lead, [isdgroup] Serhii Pronkin – Project Manager, [isdgroup] Max Wolf – XR Developer Andrii Gorlov – 3d Artist Maksym Sikalenko (Cape Cod) – Sound Producer Stanislav Zavertailo – Сo-founder, CEO, Honey Anna Zavertailo – Сo-founder, CBDO, Honey Victoria Mular – COO, Honey Maryna Frolova – Сreative and Brand Director, Honey Eugenia Chabanova – Content Director, Honey Svitlana Melnychenko – Packaging Production Manager, Honey

When music becomes a pattern, and every box plays like a memory. We transformed Ukraine’s “Shchedryk” (Carol of the Bells) into a living piece for Honey Patisserie’s Christmas packaging—designed from actual soundwaves and playable via smartphone. Each note of the song was captured through spectrogram data and transformed into a visual system. By layering interaction, tradition, and visual precision, we created a new form of storytelling — one that bridges heritage and innovation. How do you design Christmas packaging that stands out in a sentimental season — and resonates with people living through war? We reimagined packaging as a multisensory canvas. Inspired by Ukraine’s iconic melody, “Shchedryk,” we translated its soundwaves into visuals using spectrogram data. The result: a festive, layered design rooted in cultural memory. Activated via smartphone, it lets users play the carol themselves — turning a passive object into a personal experience. Each box became a moment of magic, and all 1,000 limited-edition Advent calendars sold out on pre-order. “Shchedryk” (“Carol of the Bells”l) is more than a carol — it’s a global anthem of hope, deeply rooted in Ukrainian heritage. It carries profound emotional weight, especially in times of national struggle. While many brands use traditional symbols decoratively, we aimed to go deeper and make tradition interactive and sensory. By turning music into a pattern, we gave a familiar song new life — reconnecting people to culture not as nostalgia, but as something they could see, touch, and play. This project proved how design can unite the personal and national, the emotional and technological.