Design: Doble Giro
Director: Guillermo Landero
Art Director: Luis Aguila
Project Type: Produced, Commercial Work
Packaging Contents: Frozen Vegetables
Packaging Substrate / Materials: Plastic
In Chile there is a big campaign to make people eat healthier, especially children.
It is always a challenge for parents to bring the world of vegetables to their children, which is why the Cuisine&Co line of vegetables wants to facilitate this task, creating a line of products friendly and close to children.
We decided to personify each vegetable, using a wooden spoon very typical in Chilean kitchens to create entertaining characters.
Each vegetable has its own personality and they communicate through a text bubble in a colloquial and close way, Don Choclo for example tells us “I’m going straight to the grain”, Doña Cebolla tells us “don’t cry for me”. Phrases like “I’m very tender” and “pure color” give life to each character.
We want to differentiate ourselves in gondola for being a nice, colorful package, and that brings us closer in a positive way to the world of vegetables.
In a world where everyone desperately tries to differentiate themselves, Cuisine&Co achieves this through a simple and tasty idea, with a defiant, idealistic and rebellious attitude that is reflected in its wide variety of products.