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The Packaging For These Crackers Comes With a Playful Vibe

by Natalie Mouradian on 08/13/2018 | 4 Minute Read

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These crackers come with a playful and visually-appealing look. Yurko Gutsulyak designed the packaging for Grona’s snack cracker brands.

“The Grona company started a snack cracker series by creating two types of dough as a basis for different flavors. We were commissioned to create the global concept of these products to present them as final goods on the market.”

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“The target market is pretty wide as to age and territory – with Ukraine as a core, it stretches from East with Arab Emirates and China to West with Western European countries and the United States. The creative concept should be understandable to consumers with different backgrounds and respectful towards different cultures. These are affordable but quality mass market products.”

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“Our challenge was to make this project inspiring and somehow innovative despite commonplace brief: too wide target audience; requirements literally to depict all cracker figures on packaging; working for mass market segment, etc. In order to balance all compromises, we decided to use handcrafted modelling clay sculptures combined with real crackers for illustrations. According to our research, this technique was not ever used in food packaging design before, so we are proud to be pioneers. At the very beginning, the client was confused that modelling clay would be mixed with food and it could cause negative reaction. However, the final result surprised the most conservative audience in a good way.”

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“Sea Cruise is a low-fat and slightly salted cracker that at the moment includes three flavours: classic, onion and cheese. We recreated atmosphere of marine world in illustrations with accents on the floral elements to symbolize onion and on the evening sea to symbolize cheese.Melody is a sweet light cracker with low sugar. Now there are two types in this sub-line: classic and with poppy seeds. While creating illustrations, we were inspired by colours and patterns of music culture from the 70s.”

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Creative Director, Designer, Photographer: Yurko Gutsulyak

Illustrator, Photographer: Olga Protasova

3D Visualizer: Pavel Gubin

Copywriter, Project Manager: Zoryana Gutsulyak

Client: Grona

Location: Kyiv/Ukraine and Toronto/Canada 

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