Fit Bread

Art Director, Graphic Designer: Alexey Lysogorov
Project Manager: Elena Kudlina
Location: Kyrgyzstan
Project Type: Produced
Client: Fit Bread
Product Launch Location: Asia
Packaging Contents: Crispbreads
Packaging Substrate / Materials: Cardboard box
Printing Process: Flexography

Product from Kyrgyzstan: a series of dietary crispbreads that do not contain sugar and yeast. At first, the product was produced practically without design (only a sticker on a transparent bag with the name “crisps”), was invisible in the local market. High quality and competitive price, pulled the product to the neighboring markets of Kazakhstan and Russia, where the lack of positioning and clear packaging branding did not give any chance of interest. Naming was required, changing the type of packaging to a closed one (ease of transportation), clarification of the size of the loaves, the total weight, a single design concept and a modern, noticeable design.

When researching the product and its capabilities, it was found that breads with the inscription “Fitness” were selling better, which slightly revealed the essence of the product’s usefulness (relative to classic bread), and went out to a specific audience. A new naming was created, a dynamic logo (changing on packages), a packaging system with a simple round cut was thought out, and a visual fitness series was developed, which over time was expanded by creating additional useful additives: bran, oat, buckwheat, multigrain, etc.

The concept in the design was a circle (most convenient for manufacturers cutting on plain packaging). The “ball” that bounces through a series of packages on the counter creates an additional eye-catching effect, along with super-bright and trendy shades that are unusual for such a product. Simple storytelling with sports characters (active youth) also attracted attention and the product finally began to win over its audience.