Creative Director: Carolina Menso
Project Type: Produced, Commercial Work
Location: Córdoba, Argentina
Packaging Contents: Cereal, Granolas
Packaging Substrate / Materials: Cardboard
Printing Process: Offset and foil stamping
With the aim of inserting healthy foods into the market, Go Natural is born, a Cordovan brand that for six years has been betting on the development of products in the region with a view to export, positioning Córdoba as a producer of healthy foods.
Its main competitors, inside the gondolas of the big centers of consumption, are imported. For this reason, the company decided to invest in the development of a line of products whose graphic quality will be positioned with that of its congeners seeking to make the product visible in the local and international market.
The implementation of a graphic system that identifies a solid product line, with graphic-conceptual consistency, print quality and sustainability in the materialization, while allowing its stowage without harming materiality, were the conditions that enabled the proposal of packaging for the signature.
Under the concept "This is real", an image was developed based on real products (dimensions, colors, etc.). To do so, a referential object (plate) was incorporated into the image that acts as a measurement pattern. While the competition indicates this type of products with rendered images, distorted cereal flakes and over load of complementary elements such as dairy products, the design strategy was based on showing the "contents of the box".
Under the premise of "healthy eating", an iconographic system of equivalences was developed, which graphically outlines how to spend the calories consumed. For its realization the most practiced sports in Argentina were selected.