VkusVill unveiled an updated pelmeni design with regional patterns.

Regional dumplings—whether Altai, Kalmyk, or Balkarian—have long been a favorite among customers. However, with growing interest in local cuisines and domestic tourism, VkusVill faced the need to make product selection even more intuitive and emotionally satisfying for customers.

On the one hand, the goal of design is to help users quickly navigate the wide selection. On the other, it is to create a vibrant, memorable image that conveys the richness of Russia's cultural heritage.

The design process began with a search for meaning. The internal design team proposed three concepts: an illustrative one (with animals and plants), a stylized ornament, and a third—unusual, rich graphics—which was ultimately chosen for implementation.

"Every region is unique, with its own history, people, nature, and traditions," says Inessa Mitrozor, designer at VkusVill. "We wanted to convey this diversity through details: embroidery elements, mountain and river silhouettes, and the textures of traditional rugs. The result is a collective image of the region, imbued with symbols and meanings."

Particular attention was paid to the color palette: the main shade of each package corresponds to the MEAT inside—beef, chicken , pork , or red deer . This helps customers immediately choose the flavor.

One of the main challenges was the question of "locality." We wanted to clearly tie the product to a specific region, but production and logistical constraints currently prevent this. Therefore, the line includes both truly local products, produced in the Altai Krai, and those prepared in Moscow, but using regional recipes.

Nevertheless, VkusVill remains true to its goal of telling the stories of regions through food and design.

"The most difficult stage was drawing all the elements. The pattern turned out very rich, and it was important to maintain its integrity. Every small detail should contribute to the overall image and not distract from the eye.

"All elements were hand-drawn, based on real clothing samples, household items, and patterns. We strived to ensure that every texture and shape evoked something familiar and homely, but in a new way," says Inessa Mitrozor, designer at VkusVill.

National costumes and carpets served as the primary references. They provided the shape, colors, and structure of the patterns. The team didn't strive for an exact reproduction of ethnic motifs, but wanted to preserve the spirit of these traditions.

Currently, only the "Altai" pelmeni, available throughout the chain, feature the new design. The rest of the line will gradually transition to the updated packaging over the summer.

All design elements were created by hand, without the use of neural networks. The creators are convinced that only humans can convey the soul and warmth of traditions that make food truly special.