Project Type: Produced, Commercial Work
Location: Moscow, Russia
Packaging Contents: Yogurt
Packaging Substrate / Materials: Plastic
Getbrand created packaging design and naming for the EPICA low-sugar, low-fat yogurt line.
The new line of yoghurt is designed to attract more active followers of proper nutrition, for whom, in addition to a variety of tastes, the minimum sugar content is especially important. The core of the sub-brand’s target audience are rationalists who want to eat right, follow trends and innovations and are not used to depriving themselves of bright taste sensations. The composition is important for them, but they are not ready to deny themselves pleasure, buying useful, but “tasteless” food.
Ehrmann created a product that not only takes into account the growing trend of sugar rejection, but also (like any Epica lineup) refreshes the category with new tastes. In addition to the classic cereals, bran, dried fruit and the chia family, in the line you can find spinach, pumpkin and carrots.
Naming «Simple» emphasizes both the simplicity of the composition and the ease of choice when it comes to a healthy and light snack. The inscription of the name in the light handwritten style emphasizes the simplicity and orientation to proper nutrition as a lifestyle.
The design easily reads the Epica brand style, but the forefront is a food zone in the form of a pie chart that consists of fruits, vegetables and other products that make up each yogurt. Choosing a chart as the key symbol for the sub-brand allows you to demonstrate all the additives and emphasize the very approach to the choice of a product to an audience for whom everything is calculated and laid out.
The “prebiotic” and “low sugar” claims serve as a kind of guide for the buyer, attracting the attention of those who are looking for an option to have a snack among nutrient-enriched foods.