Design: Getbrand
Project Type: Produced, Commercial Work
Location: Russia, Moscow
Packaging Contents: Dessert
Packaging Substrate / Materials: Plastic

Mirel trademark released the limited line of the legendary “Muraveinik” pastries with a walnut taste and commissioned us to create a concept design.

“Muraveinik” is a dessert loved for the very taste that is remembered from childhood, the original recipe and consistent quality. The target audience is women of 30-55 years old. For them the family is an important part of life, and the house is not just a place, but a key value concept in life. They keep family legends and recipes, remember the dishes that their mothers and grandmothers prepared. Authenticity and continuity of generations for them are of special value and warmth, but at the same time they do not seek to return the past or return to childhood, but are ready to rethink it in the context of a new time.

That is why we used the positioning, which re-thinks about the classics, which finds a response from the target audience.

In order to convey the authentic authenticity of the dessert, we chose a recognizable striped pattern, which simultaneously sends the audience to classic lambrequins of cozy pastry shops, and wrapping paper, and retro-style paper boxes.

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via Packaging of the World – Creative Package Design Gallery