INTERESTING TO CHILDREN, CONVINCING TO PARENTS— this is what the packaging for a product for children needs to be. This was the mindset we had when we started working on the design of Chumak's new offering — a pasta sauce for children with added cheese. |
THE GUIDELINESwe had established for Chumak's all products became the basis for the new packaging. Its blue logo and cap, as well as contrast-rich details, make the brand instantly identifiable on the shelf. For a ketchup with a more delicate taste, we went with a more delicate design — all packaging for children's products features light-blue background. |
THE ELEMENTSwe had developed for the brand’s children’s ketchup have remained intact on the new product's packaging. The cheerful colorful font and the smiling Tomato mascot are still there. However, he is now joined by Cheese, a new friend of his. To make sure we draw kids’ attention, we also added some story and dynamics to the pictures. |
IF WE HAD A SEA OF PASTA, WE THOUGHT,it would be a good idea to draw our mascots as pirates. It’s a mouth-watering image — pasta waves with the flavorful sauce on top. And playing pirates is something any kid sure loves. The images connected really well, resulting in a great illustration for the packaging. |
NUTRITIONAL FACTS AND OTHER USEFUL INFORMATIONabout the product are featured in text boxes for the parents to get right from the get-go the primary message — this sauce is totally organic and safe even for little kids. On the rear of the packaging, we provided details about the ingredients. Not we, but our mascots, to be precise. Chances are, we may even see Bellpepper, Basil, and Beet joining Tomato and Cheese on the front stage sometime in the future. |
KIDS LOVE PASTA,and their parents love it when their kids eat healthy. Brands love it when the product packaging works as expected, and we love it when we get to work with Chumak again. |
ProjectCreative Director: Maxim Lesnyak |
CaseArt Director: Elena Tverdokhleb |
