Senior Designer: Ulla Lesevic
Strategy Director: Sofia Uitto
Concept Designer: Mikko Mäkinen
Project Type: Produced, Commercial Work
Location: Helsinki, Finland
Packaging Contents: Nice cream
Packaging Substrate / Materials: Paper, Cardboard
Pakkasmarja, a Finnish berry company, had created an entirely new kind of product, like a powdery smooth and stone-cold parfait. Best of all, 72 % of the product is just healthy, non-heated local berries – keeping all the vitamins inside. They contacted Kuudes with a challenge; how to we design and launch this novelty product in a way that consumers really understand the uniqueness of it and find it desirable?
We created a design concept with a simple, but powerful, idea: if the product is almost merely berries, let’s build the brand also with only berries. First we named it Marja, which is a Finnish female first name that literally means berry. Then we took a jar of berries and started to paint the packaging design!
The colourful dots are painted with blueberries, raspberries and other fresh ingredients, are bound to catch your eye. The contemporary, crisp design speaks to our target groups and communicates the unique selling points in a crystal clear manner. The elegantly playful design welcomes you for an indulging moment without a bad conscience.