November 27, 2018

Yurko Gutsulyak

Sea Cruise and Melody are low-fat, slightly salted and sweet crackers. Our challenge was to make this project inspiring and somehow innovative despite commonplace brief: too wide target audience; requirements literally to depict all cracker figures on packaging; working for mass market segment. In order to balance all compromises, we decided to use handcrafted modeling clay sculptures combined with real crackers for illustrations. According to our research, this technique was not ever used in food packaging design before, so we are proud to be pioneers. At the very beginning, the client was confused that modeling clay would be mixed with food and it could cause negative reaction. However, the final result surprised the most conservative audience in a good way.

Designer : Yurko Gutsulyak

Locality : Toronto, Canada

Project : Sea Cruise & Melody