Winetime Seafood Packaging

Packaging Design Award Winner.
Awarded Platinum for Good Packaging Design.

Winetime Seafood Packaging
by Olga Takhtarova

  • Awarded April 15, 2020
  • CLIENT: SOT B&D
  • 1.281

The packaging design for the Winetime Seafood series should demonstrate the freshness and reliability of the product, should differ it favorably from competitors, be harmonious and understandable. The colors used (blue, white and orange) create a contrast, emphasize important elements and reflect brand positioning. The single unique concept developed distinguishes the series from other manufacturers. The strategy of visual information made it possible to identify the product variety of the series, and the usage of illustrations instead of photos made the packaging more interesting.

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Good  Design

Winetime Seafood Packaging

Good Design

Great Design by Olga Takhtarova

Winetime Seafood Packaging

Great Design by Olga Takhtarova

Inspirational Packaging Design

Winetime Seafood Packaging

Inspirational Packaging Design

Winetime Seafood Packaging Image

Winetime Seafood Packaging

Winetime Seafood Packaging Image

Winetime Seafood Packaging

Olga Takhtarova

Designer of Winetime Seafood Packaging


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Interview with Olga Takhtarova on Winetime Seafood Packaging

What is the main principle, idea and inspiration behind your design?
Simplicity became the basis for the design. The main challenge was not to overload the packaging with information. It was important to make it harmonious and understandable. The freshness of the product had to be conveyed. The main idea was to use illustration in design, as it is visually better perceived by the consumer. The design was limited to three colors. This color scheme created a contrast, simplified the process of item recognition, and improved the perception of information.
What has been your main focus in designing this work? Especially what did you want to achieve?
The packaging design was aimed to create a clear emotional image, emphasize the brand’s reliability, and call for a consumer’s desire to buy. And of course, it had to be advantageous to differ from competitors.
Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
This design was created for the defined client. On searching for the main design, other concepts were developed - with black and white basic backgrounds, photographs, monochrome colors. All these concepts were similar in contrast and simplicity. The mentioned concept has become the favorite. Its main advantages were the combination of colors, the arrangement of elements, and illustrations.
What made you design this particular type of work?
I often use contrasts, minimum colors, and tend to simplicity in my works. All these help to make the design apprehensible. This world is so overloaded with visual information that it’s difficult to surprise a consumer, to hold attention. The faster the consumer catches the information, the faster there will be a purchase decision.
Where there any other designs and/or designers that helped the influence the design of your work?
I enjoy Japanese designers. Their design is minimalistic, down to the last detail, unobtrusive, but memorable at the same time.
Who is the target customer for his design?
The target consumer for this product is a busy, modern person who is willing to pay for quality and chooses a product not by price tag, but by design.
What sets this design apart from other similar or resembling concepts?
The color combination and non-standard arrangement of design elements make this design unique.
How did you come up with the name for this design? What does it mean?
WINETIME is the national grocery store chain in Ukraine. WINETIME assortment is made with its own import from dozens of countries of Old and New World, as well as unique products from private Ukrainian manufacturers. WINETIME SEAFOOD is a new umbrella brand for own import of quality seafood.
What is the most unique aspect of your design?
I believe it to be the choice of primary colors. Deep blue is associated with the depths of the sea, orange is the company's corporate color, white is a symbol of purity and freshness.
Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
The interests of the product target audience were the key point for this design. It was necessary to analyze the consumer, to understand the lifestyle and income level. This data forced the decision to use the illustration instead of a photo image. And colors were chosen with a certain psychology approach.
What are some of the challenges you faced during the design/realization of your concept?
The freshness of the product and reliability of the brand had to be conveyed to consumers with the packaging design. It was a certain challenge to unite the entire assortment under one brand and at the same time distinguish in retail WINETIME SEAFOOD series from products of other manufacturers.
How did you decide to submit your design to an international design competition?
Initially, I planned to establish another design for the competition. Those were my friends who highlighted this design as they enjoy it the most.
What did you learn or how did you improve yourself during the designing of this work?
Packaging design is my favorite field in design. When working on packaging for this seafood series, I made myself certain again that the contrasting combination of several colors is always the win-win option, and the use of illustrations makes the design lively, memorable and transmits the brand’s serious attitude to its product.

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