Oycha is a Ukrainian tea brand based in Kyiv. I’ve been part of the project since its launch in 2021, responsible for brand management and implementing the marketing strategy.
Over time, Oycha has grown from a team of two to a full-scale company with around 20 people — and it keeps expanding.
[branding & product launches]
I developed the brand's visual strategy, including the full packaging line and brand book. Together with the team, we built the marketing department and defined a clear communication strategy.
Offline, I lead new product launches — from design concept to full rollout, including promotional campaigns.
Results:
/ Visual identity & brand book
/ Packaging for all products
/ Communication strategy
/ Marketing team setup
/ Product launches (design → launch)
[website & e-mail marketing]
I manage the visual content and banners for the website, and coordinate product page creation together with in-house designers and developers.
I’m also in charge of email marketing — from strategy to execution.
Results:
/ Website content & structure
/ Visual design coordination
/ Email marketing (strategy & implementation)
[marketing]
I manage our digital presence across Instagram, Google, YouTube.
Acting as project manager, I coordinate work with the targeting and SEO teams to ensure smooth execution across all platforms.
[art direction]
Oycha constantly challenges me to explore new creative formats — from concept shoots to artist collaborations and new product ideas.
Results:
/ Concept development for campaigns
/ Creative shoots & collaborations
/ Motion design & illustrations
/ Direction of visual experiments (3D, animation)
