Brief. Brand and packaging design development for baked chicken.
Tasks. Clearly and intelligibly transmit an idea of the unique cooking technology. At first chicken is baked in its own juice and then is put into infrared high-temperature behavior tunnel – this provides golden brown.Tune away of the mass-market grilled chicken – it has way too negative image of down-market good.
The brand was offered a functional “character” name – 648 degrees. At this temperature, the product spends 3 minutes in infrared tunnel what allows having golden brown without using oil or grill.
The chicken packaging became equally functional. The main communicative effect is achieved in this case not even by the label but by the innovative pack sheet. It is foil. On the one hand, the material underlines cooking technique – it is widely used for baking products at home; on the other hand, it demonstrates an innovative nature of the brand – the product looks very much up to time.
The label continues this actual set design vector. Moderate black color perfectly contrasts with the main material and laconical layout distinctly transmit a message about cooking technology and ingredients.