Package Design - December 2013 - 12

Designed
to Delight

Traditional European snack
hits the market with a smile.

N

ew Foods Inc., which owns Russian cheesebrands Syrceedy and Cheeser, enters uncharted
territory, with the introduction of Seeds of Happiness; a
line of extra large white sunflower seeds of Turkish origin. New Foods embarked upon the Seeds of Happiness
project as an experiment, along with design agency Babich
Design and Branding (www.babich.tv), which created the
packaging for New Foods' cheese products.
Babich Design and Branding approached the project with
a "no-limits" design brief, instructed only to bring maximum
creativity to the project. Designer Oleg Babich reacts to the

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directive, "Despite that working without limits is a rare pleasure for any designer, it is also an obvious challenge, because
limitation is a starting point of creating distinctive design,"
The tradition of Russians vacationing in Turkey, seeking
refuge from the cold climate of their native land stood out to
Babich, contributing to the package design theme of happiness
and fond memories. Using happiness as a root, Babich developed a chain of associations connected to the word and
feeling.
Four distinct package designs were created, each "seed"
persona featuring its own vision of happiness. A green package
represents the happiness a sports fan feels after their favorite
team wins the big game. Yellow represents the nostalgic reflection of a past relaxing vacation. Pink symbolizes romantic feelings and fond memories of time spent with a loved one. A
violet hue evokes the feeling of pure joy one feels relaxing on a
hot night gazing at the southern sky.
The Eye of Fatima, a traditional Turkish talisman became a
central element of Babich's concept, inspiring the anthropomorphic portraits to convey the four diverse feelings of happiness. Seeds of Happiness, launched during the end of vacation
season in Russia, and intends on providing a warm reminiscence of summertime.
Babich details the typeface direction, "Typography is a very
significant element in Seeds of Happiness as it transmits the
'monologues' of the heroes. The font style that is used gives a
perfect feeling of direct speech. It is inspired by the font Cyrillic Veles, but instead of using the font as is, we developed special lettering, calligraphic compositions where you will not find
two similar letters."
Package Design - December 2013

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