25 July 2009
Restyling of Chumak packaging by ISKRA: tasty impressionism in round pack
In 2009 a new Chumak mayo packaging appeared on supermarket sheves. Restyling was done by ISKRA. The agency was set a task to develop a new packaging design concept for Chumak family mayo pack with 1 liter volume, in order to improve its visual attributes.
Bogdan Kravchenko, ISKRA creative director:
“Our approach was to be not traditional in work with spherical pack design. We made a number of panoramic photos - tasty stories about dishes with Chumak mayo. One can observe them all around the pack despite how it is placed on the shelf. Also the defferentiation was done by bigger ingredients demonstration in not traditional photo realistic style, but in live, impressionistic one. We moved to mostly emotional product demo on the packaging. Food composition resembles rich fields of Kherson region, the mother land of Chumak products.”
Photo impressionism and panoramic label made the brand standing out among the competitors on the shelf, added such values as: tasfulness and freshness to Chumak mayo. Different colors of background made three tastes of the brand look not alike.