Bright Morning

Creative Agency: Brandiziac
Creative Director: Artem Shutov
Art Director: Eugeniy Kalashnikov
Designer: Darya Panasova
Photo: Dmitriy Polyakov studio
Project Type: Produced, Commercial Work
Client: PRODO Company
Location: Russia, Novosibirsk
Packaging Contents: Chicken egg

Challenge:
To create a design of egg packaging for a new brand of a federal company. 6 SKU for eggs that differ in category and food properties.

Idea:
The product featured by the brand “Bright morning” has to be seen from afar. However, when the buyer picks up the package, what he sees differs from his expectation. It is not chicken eggs but stories with associations which evoke images of a bright morning in the buyer’s mind.

What’s Unique?
We built the design concept on a bright metaphor, which is an association of a second degree. We clearly showed what is in the box, without actually using the image of the product! We applied an individual visual and emotional association to each member of the product line “family”. According to our conception, each of the six stories-images gives the buyer the expectation of a wonderful day, new little discoveries, pleasant surprises and impressions. Packaging design of each of the six products evokes fixed association with it.