• Frescon Canned Products

    Design Agency: Malvi
    Creative Director: Panos Voulgaris
    Photographer: Giorgio Papadopoulos
    Project Type: Produced, Commercial Work
    Client: Astor Hellas
    Location: Thessaloniki, Greece
    Packaging Contents: Mushrooms
    Packaging Materials: Aluminium

    Canned mushrooms are part of the Frescon series of products, a brand we had designed for Astor Hellas. The brand's name, "Frescon", is derived from the phrase "freshly conserved" and is also the Greek word for "fresh".

    These products are canned as fresh as possible, so the goal was to convey the concept of storing fresh produce in a transparent container, the way one would do at home, keeping goods in jars on a shelf or in a cupboard. The consumer, who is familiar with such a process, easily makes the association with the concept of freshness.

    What's Unique?
    We designed a custom, hand-written typeface and used it to simulate the way one would write on a jar with a marker. Differentiation from the competition on the supermarket shelf is also ensured by the actual product being depicted on the label in the exact state in which it is being canned.

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