OTVETDESIGN has created the flashy unique packaging for 648°, a product that will change the way you cook.

Product:
Golden brown baked chicken in vacuum pack.

Brief:
Brand and packaging design development for baked chicken.

Problem:
Conceptually new product in the market with no analogs available in Russia. As healthy as a boiled one; as tasty as a roasted one and as golden as a grilled one – this chicken should have created a new niche. The main problem was, indeed, the strength of the product – its unique nature. Packaging on its own should have come up with specifics and benefits of the product as the budget did not cover any additional communication.

Tasks:
Clearly and intelligibly transmit an idea of the unique cooking technology. At first chicken is baked in its own juice and then is put into infrared high-temperature behavior tunnel – this provides golden brown. Tune away of the mass-market grilled chicken – it has way too negative image of down-market good.