Agency: Yasno.branding agency
Art director: Dmitry Izotov
Design: Natalia Romashkova
Technical design: Rodion Demochkin
Management: Darya Makurina
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Sauces
Packaging Substrate / Materials: Glass bottle
We have developed the concept and design of a new range of Calvé sauces. Ketchups, sauces and mayonnaises of Calvé brand (Unilever) are known in the Netherlands, Spain, Italy, Switzerland, Turkey, Romania, Russia, Belarus and Ukraine. Calvé is made for those who like to experiment and try new tastes and dishes of international cuisine.
In 2019, Calvé launched a new product — a collection of exotic sauces. Three flavors help you make a veritable trip to certain countries of Asia and Africa: African “Piri-Piri”, Indian “Tiki-Masala”, and Asian “Black Pepper”.
We should have created a bold and vivid image for sauces that differ from the usual Calve packaging.
Juicy colors perform the color coding function, and also reproduce the peculiarities of the cuisines of India, East Asia and Africa. The bright and warming color range of the labels boosts spirits. Fuchsia, cocoa, yellow, mint and red offer cheerful pictorial images that enhance the atmosphere of the truly exotic lands. Even the elegant shape of the bottle resembles the silhouette of an ethnic outfit.
A unique visualization of ingredients in a single graphic style has been developed for each taste. Upward-looking elements charge you with positive energy and emphasize the dynamics of today’s life. Here, the ethnic style is combined with the techniques of ultra-modern flat design. A bright mint-colored cap enhances the overall contrast and yet gives the range its stylistic unity. Colored peppercorns on the bottle’s neck indicate the degree of a particular sauce’s spiciness.
The up-to-date, bright, consumer-friendly design promises an unforgettable gastronomic journey to the true exotic world.
“Ethnic ornaments of garish colors and the mint lid are not exactly what you are used to seeing on the shelves of the sauce category. It’s great that with the team of branding agency, we were not afraid to take a risk and abandon the stereotyped techniques in design. In the end, we’ve got a great product that, I am sure, our customers will appreciate!” – Darya Rudneva, Unilever brand manager