Packaging design for the trademark of salted corn snacks "KROKI" by Vitba for a young audience.
Salted corn balls are an atypical product category in the Belarusian market. Therefore, the task of PG was to open for a young audience with an active lifestyle a new image of the product category “from the past”, to create new associations with the consumption situation and corn balls in “savory version”.
KROKI (“steps” from Belarusian) conveys the activity and dynamism of the brand, refers to the lifestyle of consumers. The packaging depicts pairs of characters who “walk the planet” in each country trying a new taste (for example, cheese – France), the differentiation between SKUs is realized due to illustrations and colors that are unique for each taste. Illustrations create a special world of KROKI, as eventful and travel-rich as the life of our audience.
In communication, the brand offers the consumer ideas of activities for vivid emotions, shares hobbies, gives courage and motivation to implement ideas. The slogan of the advertising company is “KROKI to your adventures!” The tone of communication is emotional, active, inspiring, bold and a little cocky.
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