The team of Brandiziac agency finished working on the design of packaging for pasta "Zernitsa", which is the brand of X5 Retail Group. It turned out to be a striking design, quite unusual for store brand. Art director of the project Ekaterina Shkraba explained why this kind of solution was chosen:
— The client wanted a trademark that could compete with well-known Russian brands, so we stepped away from the usual scanty design of store brands. We decided that the product itself should be the main character - a delicious pasta with sauce, which can be prepared from pasta products.
The packaging is divided into two sectors: one carries the image of the finished meal, and the other - the initial products. Sauce ingredients - sweet peppers, tomatoes, mushrooms and avocados - serve as differentiators.
Mouth-watering pasta catches the eye of buyers. The packaging seems to say: "Look how delicious it is! Here is some great pasta, and here's the recipe. Take and cook! " Case