Uvelka. Collection of exotic rice

Deep colours and original lithography-like illustrations became a great addition to the brands design constants.
Brief
Uvelka presented a collection of exotic rice blends that fit into a higher price segment compared to other products by the brand and therefore required a new visual image. Our colleagues from Psychea conducted marketing research and created a concept of visual communications, and Fabula Branding developed package design
Uvelka. Collection of exotic rice
Uvelka. Collection of exotic rice
Uvelka. Collection of exotic rice
Uvelka. Collection of exotic rice
Uvelka. Collection of exotic rice
Decision

To show the new lines connection to the already familiar brand, the team of Fabula Branding decided to keep intact certain design constants that are typical for Uvelka.The emphasis was placed on the logo zone and large photo style that showcased the products as cooking ingredients. However, deep refined colours of the package indicated that the products belong to a premium segment and distinguished them from other positions by Uvelka. The story of the products and their origins was told using original two-coloured illustrations that resemble lithographies. Such origin stories are typical for the design of high-price segment goods.

Uvelka. Collection of exotic rice
Uvelka. Collection of exotic rice
Uvelka. Collection of exotic rice
Uvelka. Collection of exotic rice