Design: STUDIO DEZA
Art-director: Irina Shmidt
Copywriter: Julia Bibisheva
Designer: Valeri Golubtsov
Illustrator: Valeri Golubtsov
Project Manager: Marta Bekker
Project Type: Concept
Packaging Contents: Confectionery
Packaging Substrate / Materials: Plastic, paper
Increasingly, large retail network is on the way to create and develop their own private label. Brand “Uhtishky!” is private label of trading network “Perekrestok”, which includes sweets, healthy breakfasts, as well as goods for children. The task of the project was as follows-to position the private label to make it an independent and recognizable brand and create design of packages.
The target audience is children and parents, so the packaging should be bright, lively and attractive, but at the same time informative, so that parents quickly identify the product on the shelf and easily consider the necessary information.
At the basis of the design of the line – two characters, a boy and a girl, who in a playful form explore this world and are surprised by new discoveries. We have developed a series of story in each of which our characters interact with different characters: robots or exotic animals. Communication in this context is a game, the main characters can play with them, feed them, experiment, travel and discover together.
In the brand area of each package is a phrase that continues the name of the line: “Wow, …!”. We came up with thematic sequels for each story, such as “Wow, snail looks like a croissant, let’s ride!” or “Wow, robot-strongman! How many sweet pads will you pick up?”. The plot design of the packaging together with interesting copywriters has a high communication potential. Children will want to know what will happen to the characters, see the continuation of the plot, see what new situations the main characters will be, get to know new unusual characters.
On the back side of the package, we have placed educational games for children that will make breakfast not only tasty, but also interesting. And in the note on the back is a short story about what kind of animal is represented on the package, what is remarkable in it.
With such a bright plot package snack will turn into a fascinating process, and the characters will become for children faithful friends and guides to the world of amazing discoveries.