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For which product do you need to develop packaging?  Pasta


Product description for which packaging is being developed:

Short-cut pasta group in the extra class, weight - 900 g, an unconditional leader in price-quality ratio, composition - premium wheat flour and purified water, availability of all quality certificates


Company name: LLC "Olivia Mix"


Company activity: Production of pasta, packaged flour, and subsequently cereals.


Product/service category description: Product in the medium and above medium class, best price-quality ratio


Distribution channels and sales geography: All of Ukraine!


Target audience portrait: We are manufacturers, which means our most desired clients are - wholesalers and distributors of food products, local supermarket chains


Existing or proposed positioning: The product positions itself as a direct competitor to well-known brands, and it should compete with - quite affordable prices, the highest quality, and an enchanting premium appearance!


Closest competitors:

  • http://www.taya.com.ua/
  • http://www.vmf.com.ua/ru/makaronnye-izdeliya/proizvodstvo/
  • http://mlin.in.ua/ru/
  • http://www.zakroma.in.ua/
  • http://www.kmf.kiev.ua/
  • http://zodiak.ua/ru/
  • http://www.vinina.com.ua/
  • http://www.chumak.com/view.products/mode.view/id.11/
  • pasta kiev mix


Main competitive advantages of the company: The demand for pasta TM "Olivia Mix" is determined by the following factors:

•    compliance of the product with state standards DSTU;

•    competitive price and high quality of raw materials;

•    maximum control at every stage of production;

•    ecological purity of the product, absence of emulsifiers, harmful chemical additives, and dyes.

•    durability when cooking pasta, significantly exceeds the nominal cooking time, according to the recipe (nominal time from 3 to 5 minutes, TM Olivia Mix pasta can be boiled for up to 15 minutes until overcooked)


A wide range of products TM "Olivia Mix" is represented by 12 types of short-cut pasta.

Pasta packages are available in packaging of 0.9, 1, 3, and 5 kg. 


Brand name on the packaging: TM Olivia Mix


Product price segment: Medium price segment


Duration of product presence in the market: The line was launched relatively recently - 1.5 years ago


Is the packaging being created for the first time or is there an existing option?

This question begins the most important essence of this competition, 

We already have a ready design in terms of a finished concept - Pasta 900g and already printed and sold design Pasta 1 kg

The essence of the competition is to redesign based on the concept Pasta 900g, that is -

• borrow individual elements from the ready packaging design Pasta 1 kg

• create unique design solutions to eliminate structural problems in the concept Pasta 900g, I will show later what these structural problems consist of

• in the attached photos, we will conditionally call the concept - Pasta 900g, and the already ready option that has been launched into production Pasta 1 kg


Formulate the main task of the packaging design:

In the attached photos - "concert - Pasta 900g" and "ready layout Pasta 1 kg", there will be numbering and fragments of design elements that should remain (be present) in the new design will be marked in green, and fragments of design elements that should be replaced with new creative design solutions will be marked in red.


Style in which the packaging should be executed:

From the project name and especially from the above, it is absolutely clear in what style the packaging should be executed, the main foundation is the attached photo - "concept - Pasta 900g"!


Basic colors:

black, burgundy, golden (attractive, not gaudy), white, and based on your design, you can add only one more color!


What information must be indicated on the front and back of the packaging?

Are there mandatory graphic and text elements (photos, texts, licenses, images, drawings)? Indicate the placement on the packaging?

Here I will list by numbering and comment (see attached photos) all the graphic and text elements that must be present on the packaging

Point № 1. "Premium class grocery" - this is the slogan, the text does not change, the framing and location on the front side can be changed at your discretion

Point № 2. logo and brand name

Point № 3. "900g" and "from the best Ukrainian flour", the text does not change

Point № 4. must be present on the front side

Point № 5. must be present on the front side

Point № 6. "pasta products" and "TM Olivia Mix", the text does not change and the brand name must be highlighted on the packaging so that people associate this pasta with the name Olivia Mix

Point № 7. we like this fragment, better not to change if you are not sure you can do better

Point № 8. we like this fragment, better not to change if you are not sure you can do better

Point № 9. more detailed information on sizes can be found in the photo with texts

Point № 10. we accept this area on the black as the main foundation, on top of which we will carry out the redesign of the packaging, that is, we try not to change it much

Point № 11. we accept this area on the burgundy as the main foundation, on top of which we will carry out the redesign of the packaging, that is, we try not to change it much, the white space for the barcode, product name, and cooking date can be moved all 3 positions together (in a bundle)

Point № 12. this element is purely as our thoughts (at your discretion, not critical), you can suggest your creative ideas

Point № 13. the texture of the ear of wheat must be present on both the black and burgundy backgrounds

Point № 14. This is the most important point, pasta dish in a plate, which changed depending on the type of pasta in the packaging, essentially was the cornerstone, that we could not use this design as universal for all types of pasta (for each type, a separate cliché had to be made), so we remove the plate, free up space, and include creative design imagination 😉  


In what format do you want to receive the source material?

Source layout turnkey in adobe illustrator file


Provide any additional information you consider important.

I will publish immediately after placing the competition to visually show in photo illustrations

Updates
Update #1

In this link, you will find 3 photos where the elements that should be considered in the layout you are creating, or borrowed from an already finished layout - "Layout - 1kg" are listed.

https://drive.google.com/open?id=1DP29YLP6fTgKcv9-kKOGq8t_fS3A7Xjl  - must download


Point № 1. borrow without changes

Point № 2. must be present

Point № 3. borrow and pay attention to the layout

Point № 4. borrow without changes

Point № 5. photo tag for packaging equipment, please consider

Point № 6. texts should be fully borrowed from the photo "Layout - 1kg texts on the packaging"

Point № 7. replace and place the elements we took from the photo "Layout - 1kg

Point № 8. this element is very close to the bottom part of the packaging, in the standing position of the bag it gets lost, please take such moments into account during the design


In general, say that the front side of the pasta should be clearly visible, and as a working layout for you, I ask you to take as a basis the dimensions indicated in the photo "Concept Layout - 900g"


P.S. - when we move to the final, I will send you all the source files!

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7 January 2019, 11:12
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