Picpak: Canned Goods

The growing demand for canned foods is driven by the urban population seeking more convenient, flavorful, and healthy options. In this context, Picpak emerges with the purpose of transforming this segment and inspiring people to engage more with the product and their diet.

The packaging design presents a project with vibrant colors and visual elements, including iconic stamps, graphics, and illustrations aiming to establish direct communication with the target audience.

The brand name “Picpak” is a combination of two words: “pick,” which implies choosing, and “pack,” an abbreviation for packaging. Additionally, the name is linked to explosive onomatopoeias found in hero comics (POW!, BANG!). An explosion graphic was developed based on this, complemented by illustrations following the same concept. Thus, a new approach was created to stand out on store shelves and connect with the brand’s name and verbal universe, reminiscent of an explosion of flavors.

The project breaks the visual standard of the category and introduces a more playful language. The hierarchy of information and different colors related to the foods enhance legibility and product identification, setting it apart from competitors. Illustrations aid in connecting with the audience and, in a fun way, showcase potential recipes for each food, facilitating use. Benefits are grouped into stamps with iconic elements, and on the back, nutritional information, ingredients, and company details are provided.

Regarding the structural aspect, a conscious decision was made to maintain the current packaging, as it offers smaller portions, facilitates transportation, preserves the product, and is highly recyclable, aligning with sustainable principles.

Through a positioning strategy and category redesign, the purpose was adopted to strengthen the connection of products with young consumers and encourage them to experiment. Communication is conveyed through contemporary language and is directly linked to one of the main social media platforms used by new consumers, thereby attracting them to this segment.

Therefore, the challenge of this project was to debunk the mistaken perception among consumers, who often associate canned foods with being less flavorful and healthy. To address this, the focus was on highlighting the characteristics and benefits of canned products, which are currently underrepresented. Some of these characteristics include being tasty, practical, and made from natural ingredients. Thus, with this new packaging, Picpak aims to boost sales through differentiation, kindle the desire to consume these foods, and attract both a young audience and new consumers to this category.