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ATI Canned Vegetables



Creative Agency: creativebydefinition
Project Type: Produced, Commercial Work
Client: ATI Delicates
Location: Czech Republic

Creativebydefinition has created a new innovating representation for ATI new line of vegetable cans. This packaging design already received an award from Creativity Awards and it will certainly capture customer imagination.

Challenge:
As part of ongoing work for Ati Company, a concept design was developed that presents the new series of products: cherry tomatoes peeled & chopped tomatoes, white & red beans.

Concept:
“Measuring quality using technical dimensions“

Solution:
The concept idea was to show the vegetables like they are nature’s 3D models with perfect dimensions.

To further highlight the freshness of the products – instead of using images, 3D models & illustrations were created for the perfect, tasty tomatoes & beans and dimensions lines were used to measure them.

Innovative characteristics:
The lines & arrows represent dimensions lines that are used to emphasize the perfect size of the tomato / bean – put accent on its taste & natural quality, its singularity.

The 3D models & illustrations of the vegetables are presented like technical details of nature’s best work.

The labels are using white canvas with one black stripe – leaving the strong, vivid colors to be illustrated by the vegetables.

The concept wants to introduce the tomato / bean to the public like a singular entity, making it “the unique fresh star of the show”.







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