Manufacturer: Tasty Help
Designer, Illustrator: Anton Shlyonkin
Location: Russia
Project Type: Produced
Client: Psy Foods
Product Launch Location: Russia
Packaging Contents: Supplements
Packaging Substrate / Materials: Plastic bottle
Printing Process: Flexography

Tasty Help, famous Russian brand of tasty edible presents, developed new sub-brand «Psy Foods» («Psy» being greek letter, representing «psyche», meaning «soul») for their new line of premium food supplements. Core idea of «Psy Foods» — to combine healthy benefits of the food supplements with fun and humorous messages incorporated into design. So, while supplement helps your body, overall design boosts your mood at the same time. This way supplements can also work as a little tasty gift for those, who don’t eat sweets.

Overall design is based on the clean big typography, describing the product, and hand drawn illustrations. Nutrition facts are also an important part of the design, displayed clearly on the front. Every barcode is also handcrafted, to represent the product.

«Psy Foods» does not take itself too seriously. For example, every bottle has a text about it’s perceived benefits, written in over the top marketing approved way, but with a twist: “If you eat enough chia seed you’ll get bones, made of adamantium!!!… Well, it would certainly work if we were living in a comic book universe. But good news! Medical benefits of chia seeds are still amazing. It actually has positive effects on the bones”. Also, every bottle of Psy Foods includes an appropriate positive affirmation under the lid to further develop the idea.