Agency: Proektmarketing+1
Producer: Alexander Osadchy
Art Director: Maxim Kuldoshin
Designer: Maria Krylova
Illustrator: Boris Rusov
Location: Russia
Project Type: Produced
Product Launch Location: China
Packaging Contents: Popcorn
Packaging Substrate / Materials: Plastic/Foil Flow Pac

SnackLeader is a snack food manufacturer from Novosibirsk that has been gaining recognition from consumers all over Russia (from the Far East to Moscow) for more than 14 years. The dynamic pace of development has brought positive results, which gave the company an impetus to enter the Chinese market.

Our task was to analyse demand and consumption of snacks in China. We had to segment the target audience, adapt the visual component of packaging to the preferences of the young Chinese audience, launch the Tuchin brand onto the Chinese market.

In the process of development, we came up with 3 concepts and more than 10 variations of the packaging design. The final variant is a bright package stylized to the comics, the main characters of which are web heroes – a girl and a cat, embodying superheroes. We paid a lot of attention to colour. The greatest response from the Chinese audience is provoked by unconventional colourful products with bright cartoon characters.

What’s Unique?
We used colour coding: each product was assigned its own colour. A memorable logo with a stylised font has been designed, but only in black. The emotional images, design and packaging concept are aimed at the specific audience, and were developed with specific lifestyle, way of thinking, visual perception and taste preferences in mind.