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THE PACKAGING RE-DESIGNfor Chumak's pasta heralded a new stage in the brand's visual overhaul. The objectives ranged from general, project-wide ones, e.g., to modernize the brand while preserving continuity, to category-specific ones, like making sense of the visual architecture and establishing directions for developing various product lines within it. |
TRADITIONAL PASTAis cooked al dente. However, we preferred that the packaging overhaul for Chumak's pasta and pasta sauces be well-done. Before tackling the re-design for an extensive product portfolio, the pasta itself had to be sorted to see where short, long, and otherwise gastronomically peculiar products ended up. Only then could the decision be made on how to go about them. |
FOR PASTA AFICIONADOS,we developed a set of icons so that they could find the products with specific properties faster and cook them better. Although the packaging of all products has large windows, like in the case of other categories, we did a photoshoot for pasta food zones to showcase all the bow ties, seashells, and flowers. |
THE PRIMARY COLOR CODEfor the classic pasta line and other product lines was still the traditional blue. To differentiate flavored SKUs, we came up with a separate Classic+ group, with an additional color in the lower part of the packaging that depended on the flavoring or spices present. Also, a separate group was established for added-value products: gluten-free, durum-wheat, vegan-friendly, etc. |
IN THE CASE OF PASTA SAUCES,we already had a sizeable bank of Chumak's tasteful photos, which we immediately used in our food arrangements and packaging designs. Olena Tverdokhlib worked as our Art Chef, but we had almost all hands on deck while working on this comprehensive re-design. Bon appétit, and enjoy! |
ProjectCreative Director: Maxim Lesnyak |
CaseArt Director: Elena Tverdokhleb |
