For which product should the packaging be developed?
Roasted salted sunflower seeds and classic roasted sunflower seeds from the "Premium" line
Product description for which the packaging is being developed:
For the "Premium" line, it is necessary to develop the concept and design of packaging for classic roasted and salted sunflower seeds.
This concept will later need to be adapted for the standard line and for pumpkin seeds and kernels.
Company name:
Realtrade LLC
Company's line of business:
Snack production
Product/service category description:
croutons, chips, toasts, sunflower and pumpkin seeds and kernels, fish, pistachios, nuts
Distribution channels and sales geography:
Ukraine and foreign countries
Regions of Ukraine mainly: western Ukraine and north
Target audience portrait:
Core: 30-50 years old, women 57% and men 43%.
Prefer medium packaging format of 80-100 g (47%) and large (40%).
Women: consume seeds with family members/relatives – 67% and at home 95%.
Married (68%) and have children under 18 years old (63%).
Average income, average +
Existing or proposed positioning:
Currently, our product is one of the most expensive in terms of price positioning and is more expensive than the direct competitor, while the product line looks somewhat outdated, dull, and gets lost against competitors.
Closest competitors:
San Sanych, Homka, Lakomka and Sprochnaya Lakomka, regionally: Zayka
Company's main competitive advantages:
The brand has been on the market for a long time, so experience
Brand name on the packaging:
Brand "Semki"
Product price segment:
expensive product
Duration of product presence in the market:
15 years
Advantages of the promoted product:
quality of seeds.
The production technology allows for obtaining good bright black seeds.
What benefits does the customer get from purchasing the product?
seeds under the premium line are the highest quality: have a large caliber, tasty.
Is the packaging being created for the first time or is there an existing option? (attach an image of the existing packaging)
Rebranding of the existing
Formulate the main task of the packaging design:
Modern design and expensive design but on the other hand, the simplicity of the design, our target audience is practical people of mature age, but the packaging needs to attract attention.
Style in which the packaging should be executed:
Hard to explain, there are old options (in the attachments).
According to our managers, the old packaging from 2015 in patriotic colors sold much better and there were quite a few fans of such packaging among buyers.
Patriotic packaging is liked because it is bright, but in my opinion now, it is a cliché.
However, considering our sales region, where we have the greatest representation, it may be appropriate.
Basic colors:
Brighter than competitors (will be in the attachments).
I strongly insist on not hesitating to use pantones, because without them our contractors convey colors very poorly.
By the way, printing can be up to 8 colors, but better up to 6.
Pay attention to the premiums of competitors.
I am suggested red (burgundy), purple gradients. I would not like standard gray, silver or gold.
But I do not want to limit or constrain talented designers 🙂 because I am not a designer.
Previously, in all classic unsalted seeds, the main color was yellow, and salted seeds - green
The premium line is Black.
But now we are open to suggestions.
Are there mandatory graphic and text elements to be used (photos, texts, licenses, images, drawings? Indicate the placement on the packaging)?
No, all emphasis as in our competitors is at the front.
I like transitions from the front part to the text part, so that the packaging is desirable to consider.
Maybe fields or cities, but this is my subjective opinion.
In what format do you want to receive the source material?
Only .ai
Text and images with the possibility of editing and not merged.
Stock photos may be used then without restrictions for printing and with a license.
Provide any additional information you consider important.
Packaging format in the layout 275x220.
Examples are needed only on a mockup as we have below black design
Design from 2015 - patriotic which everyone likes is also attached.
