What we did:
Research & StrategyBrand ArchitectureBrand AlignmentBrand Identity
Concept & IdeationPackaging Design
Packaging Design Concept — Homemade
Rollton is the childhood memories of many Russian and CIS consumers. It is one of the most important noodles brand in the Russian and CIS food market. We built and developed many wonderful projects with Rollton as a long-term partner. Our projects range from area of Logo Design, Brand Strategy, Naming, Brand Architecture, Key Visuals, 3D, to Packaging Design, etc. The key objective of this project is to design Rollton hash brown (Роллтон Хашбраун) packaging for 4 flavors. This is one of the design concepts we made during the first round of presentations. Since it is a cooking product, we try to associate the product with a cozy vibe of home cooking. The simpleness of the design structure and the comfort of the color palette combination in this concept is to underline the UVP of "easy to cook".
The challenge
Rollton is a parent brand with many sub-brands and many categories of products from the brand itself. The complexity of the brand architecture and portfolio of products are to be considered carefully before the design. During the investigation and strategy planning stage, we have to look into a similar category of an existing product. With the help of our partner, we took reference on the Rollton mashed potato, as it has a similar method of preparation and is also a product that needs to be cooked from the brand. We used the same center-aligned design structure, with all main elements at the center. Here, we used the logo's main heart shape and turned it into a main graphic pattern. The logo's heart shape became a main graphic on the top and the bottom of the background to create a dynamic yet simple division of space. The theme and storytelling in this concept is homemade or home-cooking. We use a very harmonious orange that was taken from the hashbrown food zone image to create the packaging's main highlight color. The scrubby texture of the hashbrown was also reflected and reused as a texture of the background. The overall feeling of this packaging design is very comfortable, rustic, and home.
Option B
In the attempt of keeping the logo heart shape, we made a rework to the Homemade concept. The product name is made larger on the side, written vertically. And the symbols and stamps were laid out joyfully close to the dish. It is the same concept and design elements, with different layout design, the overall feeling then became completely different. In this concept, the big letters on the left, written vertically gives a more young and modern vibe. The orange background of the left with its curvy flow of shape creates a dynamic and delightful feeling.
Comparison
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Other Concepts For This Project
