As this chicken and the marinade were made exceptionally from healthy ingredients – it, obviously, is a premium product and the packaging design had to communicate this. Cartoon illustrations and vivid colors were used to distinguish it from other poultry products on the shelves. The idea of differentiated design came after getting to know every marinade recipe: Asian, French and Chinese. The packaging of each of them was slightly different and had tongue-in-cheek humor in it. Every cartooned chicken for different recipe packaging has a “crown” of the main ingredient of the marinade – mango, rosemary, and orange.