Creative Agency: DDVB
Project Type: Produced, Commercial Work
Location: Moscow, Russia
Packaging Contents: Processed meat

ABI PRODUCT is one of the largest meat processing companies in Russia with a full production and distribution cycle. One of the priority areas of the company’s activity is the active development of the pre-cooked products segment and the strengthening of positions in the market of frozen semi-finished products.

The main idea of ​​the project is to create a new niche in the market of pre-finished products (category snacks), to develop and communicate to the consumer the main advantages of the brand and product, to differentiate products in the trading space.

To systematize the visual matrix of the entire product portfolio of the “Hot Stuff”, and also to develop a new bright package design that would unify all products within the same brand.

“Hot stuff” is always a funny combination of the usual dishes. The rules of how to eat them do not exist! So you can come up with them, and you can do without rules and just have fun!

DDVB developed a bright colorful design of the package, in the characteristic style of the design of the category of fast food, understandable to the target audience, revealing the essence of the new brand, an unusual name and reflecting the unique properties of each product.

In addition, in the new design of the brand, DDVB decided to slightly violate the rules of the classical packaging architecture. The main role is played by the symbol. For each product, it’s your own, clearly illustrating the format and properties.