Graphic design studio by Yurko Gutsulyak

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My sweet Kyiv

Graphic design studio by Yurko Gutsulyak

Communication Design

Year of creation:

Art director:
Yurko Gutsulyak

My Sweet Kyiv is a self-initiated project that we classify as a subjective territory branding. Typically, territory branding aims to generalize numerous people's thoughts and feelings about a particular place and reflect it in a directive symbol. As opposed to that, subjective branding offers an individual experience of a single person. Besides that, we did this project as a tribute to the beloved city.

This story is about the big Kyiv cake. And if you cut it to 16 triangle pieces, you can compose the name of the city Kyiv (Київ) out of them. Two dots over the letter Ї are made of white flowers that are part of traditional creamy decorations. The illustration keeps the original design of the Kyiv cake that became recognizable throughout the years.

Delicious Kyiv Cake appeared by mistake in 1956 at Karl Marx Kyiv Confectionery Factory. Since then, it became one of the most popular souvenirs brought from the Ukrainian capital and even a symbol of the city to some degree. For a long time, it was available exclusively in Kyiv, but our days, one can buy it worldwide. Many try to bake it at home; however, the exact recipe is a secret that welcomes experiments and variations.

When the t-shirt is a piece of cake, its size is measured in kilocalories to replace ordinary XS, S, M, L, XL, and XXL. We produced six gender-neutral sizes as desserts are beyond gender. The smallest size is 300 kcal while the biggest one is 1050 kcal.

When the t-shirt is a piece of cake, it is packaged in an original cake box. The box depicts chestnut leaves that symbolize Kyiv and are the authentic decoration for the Kyiv Cake packaging during decades. The expiration date on the lid says it is timeless and good forever.

My sweet Kyiv t-shirt is available to buy through the link or send us a message to

See next work:
Objects / Karasi

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