Over three years, I built and led a multidisciplinary design team that shaped hundreds of physical and digital products across FMCG, durable goods, fashion and packaging. Together, we launched over 3000 OEM and 300 ODM SKUs per year and directly contributed to GMV growth through better design consistency, storytelling, and category expansion.

Our work spanned everything from redesigning Samokat's entire packaging system to developing AI-assisted visuals, children's STEM breakfasts, pet collections and ODM capsules for different lifestyles.

Redesign of private label

One of the first challenges at Samokat was to redesign the entire packaging system and bring visual consistency across more than a thousand SKUs. Samokat private label is one of the company's fastest-growing business lines: in 2023, over 1,000 products were produced under the brand, compared to just around 100 in 2020.

Such a rapid expansion made it increasingly difficult to maintain stylistic consistency. To address this, we conducted a full packaging audit and decided to create a new scalable design system that communicates more clearly with customers. All products were grouped into four categories, each associated with a specific archetype. This approach allowed us to scale design across thousands of SKUs while keeping it visually coherent and emotionally distinct.

The result was a unified yet diverse visual language that became the foundation for all future private-label products at Samokat. More details and visuals are available on Behance

Breakfast Games

This project started with an insight from user research: a child excitedly greeted the courier, explored the delivery bag - and found nothing made for them. That moment sparked the idea of creating something special for kids.

We built a series of STEM-inspired breakfast sets - where the packaging itself becomes a toy that supports a child's curiosity and creativity. Each cereal box transforms into a simple interactive object: a rubber-powered airplane, maracas or a hand puppet - encouraging children to explore engineering, music or storytelling through play.

The collection became one of the top-performing product launches in the category, with the highest conversion rate from in-app ads and a record share of new users among private-label products. More details and visuals are available on Behance

Pet Collection


Pets are part of the family — so we wanted to design products that reflect that same warmth and personality. Samokat already had a strong FMCG pet category, so we expanded it with a special Pet Capsule Collection: toys, bowls, beds, and treats designed with a playful twist.
Each item had a small story behind it: a delivery bag toy for cats, a cream-cheese bar plush, a candy-shaped bowl, and a pet bed inspired by a cream puff. The goal was to bring a bit of humor and emotional connection into everyday pet products, while keeping them safe, practical, and sustainable.

The collection broke internal sales records and became one of the top-performing new-user product launches.

Youth Collection

This series was created for Samokat youngest and most expressive audience. We designed a multi-category product line that brings together FMCG, apparel, toys and home goods under one visual universe.

At the heart of the collection are four original characters inspired by contemporary East-Asian pop culture and street art. Their prototypes were the real pets of our incredibly talented illustrators, which gave each character a genuine personality and warmth. Each has a unique story that continues across different products, turning packaging and objects into parts of a single narrative universe.

The Youth Collection became the best-selling product line in the company's history and formed a new emotional connection between the brand and its younger audience.

Samokat.Tech Merch

We designed a collection of functional apparel and accessories for Samokat.Tech — our internal team. The goal was simple: to create things that feel better than what you can buy in a store, both in quality and usability.

All items are made from natural fabrics with a high material density and thoughtful functional details. For example, the T-shirt and hoodie packaging doubles as a washable fabric laundry bag, and the laptop bag features a multi-point strap system, allowing it to be worn in different ways - as a sling or shoulder bag. Each item includes a removable external tag with care tips and small product details - turned into part of the design itself. This approach reflects the company's internal culture: design-driven, pragmatic, and a little playful. More details and visuals are available on Behance

Picnic Capsules

One of my favorite product series at Samokat was the Picnic Capsule — a summer collection designed for spontaneous outdoor moments. The concept was to extend the brand's everyday convenience into leisure time — products you could grab and go, just like a Samokat delivery. The hero items included a cooler bag shaped like a delivery bag and a shopper that unfolds into a picnic blanket. Each product carried a sense of smart simplicity — practical, playful and unmistakably Samokat.

AI-Generated Premium Drinks

In early 2023, we started experimenting with AI-assisted image generation - long before it became a common design tool. Our goal was to produce high-quality, consistent visuals faster, without losing the handcrafted look that customers associate with trust and authenticity. We built an internal generation architecture that allowed us to control the style and mood of images across product lines. One of the first applications was a premium drinks collection featuring vintage botanical illustrations created entirely by AI.

Our guiding principle was simple: if users can't tell whether it's drawn by a person or a machine - we've succeeded. This approach helped us speed up packaging development, reduce dependency on stock photos, and scale visual production dramatically. Today, over 80% of all images on Samokat packaging are AI-generated. More details and visuals are available on Behance

Everything Hot

The Everything Hot line was created to spotlight Samokat's ready-to-eat meals and bring them closer to a restaurant-level experience. Our goal was to make the design both visually distinctive and technically efficient, perfectly suited for the rhythm of dark-store operations. We developed a range of custom packaging and cutlery with improved ergonomics and signature color accents. The new structure folds flat for compact storage and assembles in seconds — no glue, no extra steps.

Each box includes built-in protection and tamper-proof sealing, keeping meals safe and fresh during delivery. The result is a smart, recognizable system that made the "Everything Hot" line stand out on the market.