Voskhod designed a “talking” packaging for tomatoes of agricultural holding “Ecoculture”. The first batches of vegetables are already coming to the store shelves.
Our designers faced the challenge to maintain continuity with the recognizable brand and at the same time bring something completely new to the category. Eventually the idea of a dialogue between packaging and customer via message box was approved.
The creative idea is based on our strategists’ work. They made an analysis of the category and consumer behavior, tested the perception of the packaging and positioning hypotheses. As a result the brand essence was found – “The eating culture". “Ecoculture” inspires people to cook beautifully and wholesomely, develops a culture of fresh vegetables consumption. On this basis the concept of packaging was created. It explains in plain language which sort of tomato tastes better with certain dishes.