Packaging design for a local manufactury that produces horsemilk. As a traditional kazakh drink, the project team decided to rethink the serving way and the status of qymyz (horsemilk in kazakh) as a modern drink. The naming "saf" means "hissing" like an aftertaste of this dairy product. I added this feeling through the slightly distorted typography in the logotype. The general style is laconic and monochrome which is an unusual choice of any traditional product. On the other hand, the authenticity and sincerity are transmitted through amusing stylized illustrations.