TASTE PLEASURE

or health benefits? This is not a choice when it comes to Maxi7 — the healthy people’s snack by the innovative team of Ledova, the Ukrainian manufacturer of freeze-dried products. Redesigning the packaging for the healthy crispy fruit slices, the young business set new goals: to cover retail and wholesale channels as much as possible and to enter the international market. 

THE CORE OF OUR TARGET AUDIENCE

is not kids. The product represents a universal substitute for chips, but with a plus point. Of course, the fruit snacks can be enjoyed by children, but they are primarily intended for modern adults who are opting for healthier products. Therefore, in the design, we relied on gamification and an individual approach to each SKU through illustrative solutions, centered on a photorealistic depiction of the product itself plus the fruit for faster connection with the taste, while the surrounding graphic objects seem to emphasize its value. The hand itself seems to be magnetically attracted to the packaging. 

BUT THE UNDISPUTED LEADER

of the packaging is the renewed bold logo, which was actually lost in the previous design. The brand was originally created with a powerful idea, which is conveyed by the name: Maxi7 refers to seven product benefits served to the maximum. We put all of them on the packaging front, starting with the bright taste and ending with the preservative-free nature of the product. We also reinforced the message with marketing text on the back. Besides, you can find different ways to consume fruit crunches on the packaging. What ways? Well, you’ll need your hand. But you can hold the snack this way or that way. Everything is shown in a series of various illustrations.

BY THE WAY, A FEW WORDS 

about brightness. Of course, bright flavors go well with bright packaging. So we decided to make both the packaging colors in the line and the logo colors on different SKUs bright and juicy, like the vibes of summer. We want to break the stereotype that bright is only associated with something toxic. In fact, the natural stuff also tastes great.

Project
Senior Designer, Illustrator: Anastasia Churbanova
Designer: Maria Hlius  
Project Managers: Olesia Sheludko, Halyna Aliykina
Dtp-designer: Tatiana Pastushenko

Case
Senior Designer: Anastasia Churbanova  
Copywriter: Yulia Shyrinska
3D-designer: Mykyta Tretyakov