“Tasty As Always” is a Ukrainian brand that over 12 years gained popularity in a low price segment. It offers inexpensive yet delicious sunflower oil-based products. We had to rethink and update the overall brand appearance starting from the mayonnaise sauce series. Mayonnaise is a delicate sauce that already became a common part of everyday nutrition for many Ukrainians. The target audience is rather conservative, while numerous competitors scream with their overloaded, motley designs and hearty food photos. Thus, the main challenge was to find a balance between affordable simplicity and delicious elegance. The strategy is to show mayonnaise sauce as an ingredient for a favorite meal and not as a final dish, as competitors do. Clean and bold packaging design helps stand out on the shelf because of its distinctive graphics, high readability, and live colors rarely used in a sauce category in Ukraine.
New logotype tells the story of a delicious dinner, wherever it happens: in a cafe, at home, or on a picnic. A homemade meal unites a family, and it is Tasty As Always. “Honoring culinary tradition since 1949” became a slogan of the series. It helps to reflect the history and dedication of the factory.
Cultural reference: One of the most popular salads in Eastern Europe is Shuba, and it requires a lot of mayonnaise and beetroot. Because of this combination, the mayonnaise on top looks purple-pink. The packaging design for Classic Mayonnaise 67% Tasty As Always is based on this idea. Purple-pink color and “net-like” decoration typical of Shuba are immediately recognizable by the target audience as a favorite dish. It helps to catch the attention and get noticed.
- Agency/Creative: Gutsulyak.Studio
- Article Title: Packaging Design for Ukrainian Brand Tasty As Always Created by Gutsulyak Studio
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Canada
- Agency/Creative City: Toronto
- Market Region: Europe
- Project Deliverables: Packaging Design
- Format: Pouch
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: mayo, mayonnaise, sauce, pouch, bag, vibrant, Ukraine
Designer, Art Director: Yurko Gutsulyak