Smily Canned Goods – A Positive Nature!

Derrick Lin


Creative Agency: GORDOST
Project Type: Produced, Commercial Work
Location: Yekaterinburg, Russian federation
Packaging Contents: Canned vegetables
Packaging Materials: Aluminium, Paper

Erkonprodukt is one of the key players on the Russian market of dairy and vegetable canned goods launches “Smily”, a new range of vegetable canned goods. The market for Smily is Russia and a few former Soviet countries. Gordost branding agency created package design for bright brand’s image.

The prime objective for the new design was establishing an effective visual communication with the targets- liberal consumers in their mid thirties that trust foreign brands. The design must communicate a positive message. Non-standard graphic solutions are acceptable for the purpose of Smily products to stand out on the shelf among the conservative competitors’ products.

The main idea of the Smily design is distancing from the standard solutions of picturing canned vegetables and relies on direct interaction with the customer. The effect is achieved through a created image: a half-opened top lid forms a smile, the key resembles a nose, and the tin’s contents – eyes. The smiling ‘mouth’ is filled with various vegetables depending on the product’s type.

The neutral white background makes Smily cans easily noticeable on a shelf, as well as makes it look more appealing. The brand name is placed on basil leaves, which creates additional associations with environmental friendliness. An original design with no unnecessary details expresses the bright and positive nature of the brand, which makes you trust it at first sight.