Objective: To develop a redesign of packaging for an assortment of nuts, dried fruits and mixtures for the Azbuka Vkusa brand. The main target audience is people who consume nuts and dried fruits in their regular diet and appreciate pure formulations without conservatives and added sugar, high-quality raw materials. As well as young people and active people who want to have a snack on the run.
Problem: The main problem is that it is difficult to navigate the huge assortment line, there is a lot of visual noise on the packaging. The product is not much different from competitors’ products.
Solution: We approached the redesign comprehensively. We revised the packaging material, color differentiation, in which we pushed away from the color of the product. We made it so that the product was visible in them as much as possible. We have developed a vivid and understandable system: no “enticing” texts and complex brands, and most importantly, we got rid of photos, because the product itself is cool.
The design system is now based on large dynamic typography that grabs attention and tells the consumer what the product is. Simple and straightforward. We took out the features and important USPs to the side and highlighted them with tags so that the consumer could easily find the characteristics that are important to him.In the new design, the product is easier to read from afar and looks cleaner in a single display block.