Mistral Rice

Design: Getbrand
Location: Russia
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Rice

About the project
Mistral Trading is a well-known Russian grocery manufacturer. The company’s products create a new quality of life, making everyday food bright and varied, and healthy food delicious. The key own brand – “Mistral” – is one of the 4 largest brands on the market, together with such players as Uvelka, AgroAlliance, National.

Task
Mistral commissioned us to redesigned the architecture of the pilaf rice line and enhancing the visual differentiation of the line within the Mistral brand, retaining the structure with two sub-lines: Blue (middle segment) and Black (premium).

Decision
Mistral is one of the leaders in the groats category on the Russian market and a large volume of sales is made up of rice.

In the design, it was important to create a sense of the integrity of the Mistral brand offer in the grocery, but at the same time highlight the rice for pilaf in a separate subline.

To emphasize the brand identity, we have kept the visual constants of the brand: the Mistral logo and a window with the letter “R” on the front of the package.

In the right corner of the package, we have placed an appetizing food area in the form of a bowl with an ethnic pattern with a slide of steaming pilaf. The color of the bowl and the type of pilaf vary depending on the type of rice.

The background with oriental ornaments symbolizes belonging to the culture and traditions of the countries of the East.

The reverse side serves as a kind of cookbook with a recipe for real pilaf, which describes in detail each step of the preparation of a Central Asian delicacy.

The claims “crumbly and fragrant” “does not stick together” tell about the benefits of the product, convincing the buyer of the right choice.

The packaging design immerses you in the atmosphere of a Central Asian teahouse with its warmth, color and aroma of spices.