The Brief:

A well-known product was changing its container. This required a different approach (the new pack would not show the product, so the addition of a photo was obligatory) and offered the opportunity for a contemporary design make-over.

The Target Consumer:

Loyal and new customers that favor local brands.

The Creative Concept:

Keeping the basic elements of the original pack, we designed a pack in two varieties (with salt and with less salt), that is familiar to the traditional product consumer, as well as friendly and inviting to new buyers that are just discovering it on the self.