Design Agency: DS 1 Branding Agency
Project Type: Produced, Commercial Work
Location: St. Petersburg, Russia
Packaging Contents: Canned fruits, vegetables and mushrooms
Packaging Materials: Aluminium, paper
The restyling of Frau Marta packaging (21 SKU) was finished at the end of November. The first packings with updated design appeared on shelves of hypermarkets of Moscow and St. Petersburg in November, 2015.
The Frau Marta trademark - the well-known, recognizable brand of canned fruits and vegetables entering a portfolio of brands of Erkonproduct holding.
After passing the tender stage organized by Erkonproduct Group the DS1 branding agency was faced by a task: to carry out restyling vegetable of Frau Marta. It was necessary to create attractive packing and to emphasize product advantages visually: taste and quality, its feminity and a role of the first assistant in kitchen of the progressive housewife. There have to be elements of a corporate style of a brand: red-white cage, smooth, "female" lines.
The solution of a task passed in some stages:
1. Development of the visual concept on the example of 1 SKU. The DS1 Branding Agency has created three design concepts. From all options the "Retro" concept was approved. In retro visualization products of Frau Marta brand are from the good past. The firm red-white cage allocates a brand on the shelf, the appetizing, photographic image of contents of packing underlines its taste and naturalness causing trust of the end user. To mark out juiciness of canned food "wet" zones were added to design.
Retrostyle gives rwarm feelings and confidence in quality of a product at the consumer. The main accents of the chosen decision: feminity, constant relevance of a product, the qualitative fudstayling emphasizing it taste.
2. Submission of the visual concept. The stage included 3D - visualization, demonstration of design on the store shelf.
3. Completion of the chosen concept.
4. Adaptation of the approved design under each SKU and preparation of prepress.