Atababa – nuts and dried fruits

Atababa. Packaging design concept for nuts and dried fruits

Atababa — is an authentic Eastern European brand that naturally produces tasty nuts and dried fruits that are grown by farmers in sunny Azerbaijan. For the past fifteen years, the company has been mainly supplying its products through wholesale. But recently they decided to enter retail territory in Russia (Moscow specifically). Consequently, Atababa brand came to us with a request to develop a new design for their product line of nuts and dried fruits. The goal was to convey the nature of colourful Azerbaijan through the brand new packaging design of Atababa.

The first task for us was to analyse the new target audience, young Muscovites. Thanks to that research, we were able to identify how people see Azerbaijan and how they describe this country. The next adjectives were singled out in conclusion: sunny, green, mountainous. Through that, our main metaphor was born — “walnut mountains”. And so our search for visualising that metaphor began.

After many attempts to find a new atababa visual voice and style, we turned to modern technologies for help. Generative artificial intelligence was our answer, Midjourney to be exact. Numerous requests and prompts were made. So here is our prompt with a successful combination of words: “single big cashew as big one mountain, simple flat illustration, realistic”(example). Artificial intelligence helped us to create the perfect illustrations to represent Atababa true identity. We also added a gradient background to the illustrations to represent different states of sky during the day. It additionally created differentiation to multiple SKUs of the brand. We would also love to bring your attention to our logo, in which you can see a walnut silhouette.

All in all, the work on the new packaging design for the brand Atababa was fun and brought us new experiences communicating with artificial intelligence. It showed how graphic design changed with new technologies, which can help us bring to life the craziest ideas.