Yozh is a natural vegetable chips. Healthy snacks for every day are aimed at a segment of a young audience, with a friendly character on the package winking from the shelf. In translation, the word Yozh means a hedgehog, which is the main communication element of the package. The evil beast carries natural vegetables on its needles to share. The packaging is made in the form of a tube, which is convenient to hold in your hands or put on the table. The lid of the package seals the tube hermetically, which allows you to close the chips and put them in a bag.
There are no vegetable chips on the Russian market that are targeted at a specific audience segment. In addition, few manufacturers monitor the environmental friendliness and use of packaging. Yozh chips stand out on the shelf from other products, and a funny character offering to try what he carries on his back takes the brand into the field of communication design. Product branding works well both in packaging, on the shelf, among similar products, and in the city, on social media and in souvenirs. The brand’s character conveys different emotions in a range of illustrations that fit both packaging and outdoor advertising. The hedgehog’s emotionality lends a friendly expression to all brand communications. To contrast with the flamboyant character of the packaging, the rest of the brand’s graphics are done in a flat, minimal style. The packaging is made of recycled paper and biodegradable plastic, emphasizing the concept of sustainability and naturalness of the product that the hedgehog wants to share.
- Agency/Creative: Danil Zabelin
- Article Title: Student Concept for Yozh Natural Vegetable Chips
- Organisation/Entity: Student
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Europe
- Project Deliverables: Packaging Design
- Format: Tube
- Substrate: Pulp Paper
- Industry: Food/Beverage
- Keywords: Vegetable Chips
Designer: Danil Zabelin