Designer: Bogdan Petcu
Project Type: Concept
Location: Bucharest, Romania
Packaging Contents: Fruit jam
Packaging Materials: Glass jars
“Memories on bread” concept is about memories related to tastes. Those tastes of your childhood that you never forget and you are always happy to come across. They are often associated with special life moments which are being described on each jar in the form of a funny poem.
The design language is simple and concentrated on typography. Every jar has a big title on the front color coded to it’s flavour. The logo of the concept combines the visual metaphor of writing with the use of the product. The knife becomes a writing pen and a memorable symbol for the brand.
The title has a double role: as a book title and as a product descriptor. The flavour is written within the title text.
On the backs of the jars are 5 funny poems with 5 vignette illustrations. To enhance the literary feel of the package, there is a pink ribbon that suggests a book sign.
The uniqueness of the packaging is given by the unconventional way of presenting the product inside. It is a brand build on insights. Every taste has a story. The design language and the stories give a natural feel to the product. It’s another way of creating a crave for the product opposed to simply showing tasty food images.