• Bright Morning



    Creative Agency: Brandiziac
    Creative Director: Artem Shutov
    Art Director: Eugeniy Kalashnikov
    Designer: Darya Panasova
    Photo: Dmitriy Polyakov studio
    Project Type: Produced, Commercial Work
    Client: PRODO Company
    Location: Russia, Novosibirsk
    Packaging Contents: Chicken egg

    Challenge:
    To create a design of egg packaging for a new brand of a federal company. 6 SKU for eggs that differ in category and food properties.

    Idea:
    The product featured by the brand “Bright morning” has to be seen from afar. However, when the buyer picks up the package, what he sees differs from his expectation. It is not chicken eggs but stories with associations which evoke images of a bright morning in the buyer’s mind.



    What's Unique?
    We built the design concept on a bright metaphor, which is an association of a second degree. We clearly showed what is in the box, without actually using the image of the product! We applied an individual visual and emotional association to each member of the product line “family”. According to our conception, each of the six stories-images gives the buyer the expectation of a wonderful day, new little discoveries, pleasant surprises and impressions. Packaging design of each of the six products evokes fixed association with it.











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