Critical
Design agency
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Kekava

Packaging

“Kekava and VMG" is a new product line of poultry company "AS Putnu Fabrika Kekava" which has ambitions to become one of the leaders of its business in the Baltics. It has very high-quality standards in order to bring only the best and safe production to the market. That’s why when they have decided to bring marinated grill products into Lithuanian market, they knew that they have to work with the trendsetters of food making. Healthy chicken, combined with recipes of Kitchen Myth Busters (VMG), needed packaging that would lead them as well.

 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.

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.

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