Agency: Minim Brand Design
Project Manager: Lazizkhuja Sharipov
Art Director: Sardor Jurabaev
Designer: Tokhir Tuygunov
Designer: Mirabbos Zufarov
Illustrator: Ergashev Abdulloh
Copywriter: Said Nazrillayev
Location: Uzbekistan
Project Type: Produced
Client: Polvon Snacks
Product Launch Location: Uzbekistan
Packaging Contents: Salted sunflower seeds
Packaging Substrate / Materials: Pulp fibre
Printing Process: Flexography

Uzbekistan has a great variety of snacks — salty, sweet and even spicy. Among the others, sunflower seeds are also considered as a popular snack. Our client in this case was a sunflower seeds producer — Polvon, which means «Strongman» in Uzbek language.

Our goal was not just creating a packaging design, but discovering new horizons for the brand, personalizing the user experience, making customers feel closer and more familiar to the brand.

That is why we started our work with a character design. Our illustrators, inspired by various references, drew a mascot — strong, brutal Uzbek man, that later on became a symbol of Polvon salted snack.

It is important to notice, that the character is truly original — we made it literally from scratch, in order to develop a perfect mascot for Polvon. It delivers spirit, values and mood of the brand perfectly well. Our mascot has both modern and traditional elements in his outfit: classic Uzbek chapan (jacket) and a modern haircut.

Another great quality of this mascot is that it can be easily adapted for other types of snacks — popcorn, crisps or even potato chips. It offers Polvon more perspectives to widen and scale, which is crucial for any business.

All in all, we made an optimistic and bright design that attracts customers and stands out among other competitor brands. We believe, that the market of Uzbekistan and Central Asia in common, needs more original design pieces and characters, created from scratch. It helps both businesses and digital agencies to grow and develop.