PRODO Group, one of the largest agricultural producers in Russia, asked us to redesign the packaging for one of its brands, Rococo. The goal was to make the product more attractive for the target audience — people who appreciate the quality of ingredients for their homemade dishes most of all. We performed the task by creating new visual concept for the packaging design.
For the packaging of the main line of raw products, we created appetizing patterns made of all possible cooking ingredients. Such a kind of food styling will strike a chord with even most sophisticated foodies.
Having refused from the former elements of the logo, we were able to focus on the key USP: Rococo is not just a high-quality chicken product, it is the exquisiteness of cooking. We even managed to combine the original italic writing with minimalism. This helped to keep the brand recognizable for the current loyal customers and at the same time let the brand talk to the audience in the language of the people of today and meet its needs in quality and convenience of purchase. All the important information is compactly presented on the front side of the packaging and sells the product in the very first seconds of reading.
Packages of cooking boxes show pictures of fresh ingredients that may be used for cooking of the dish. They highlight the future taste of the ready-to-bake products and make people wish to try it even if they are not their regular buyers. Every detail, every leaf of spicy herbs, and every grain of pepper help to draw the complete picture of the flavors.
New packaging for Rococo is a great illustration to the fact that good visual concept may tell the whole story and make a product pop out on the shelf. This is a way to create an image of a premium, refined, high-quality product which it is definitely and rightly is.
Art-director: Ilya Tumaikin
Designer: Sergey Ryadovoy
Food Photography: Feel Factory Agency
Visualisation: Konstantin Simonov
Project manager: Valeria Borovkova, Yulia Ugrumova