Brand and packaging design development for baked chicken.

Conceptually new product in the market with no analogs available in Russia. As healthy as a boiled one; as tasty as a roasted one and as golden as a grilled one - this chicken should have created a new niche. The main problem was, indeed, the strength of the product – its unique nature. Packaging on its own should have come up with specifics and benefits of the product as the budget did not cover any additional communication.

The chicken packaging became equally functional. The main communicative effect is achieved in this case not even by the label but by the innovative pack sheet. It is foil. On the one hand, the material underlines cooking technique – it is widely used for baking products at home; on the other hand, it demonstrates an innovative nature of the brand – the product looks very much up to time.

The label continues this actual set design vector. Moderate black color perfectly contrasts with the main material and laconical layout distinctly transmit a message about cooking technology and ingredients.