Winetime Seafood Packaging by Olga Takhtarova is a highly esteemed winner of the very prestigious 2020 Platinum A' Design Award in Packaging Design Competition Category.
PlatinumPackaging· 2020
Winetime Seafood Packaging
Client: Sot B&d
Platinum A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #92361The Design
About Winetime Seafood Packaging
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.
The Recognition
About the Platinum A' Design Award
Winetime Seafood Packaging is a Platinum A' Design Award winner, an extremely prestigious recognition granted to truly exceptional, elegant, and magnificent designs. Platinum winners are marvels of creation, testaments to the limits of intellectual creativity, and demonstrate the unmatched professionalism and genius of their designers. These designs are expected to be the most renowned works that define the aesthetics of an era, contribute to the well-being of society, and push the boundaries of art, science, design, and technology. Winetime Seafood Packaging exhibits a transcendent level of excellence and unequivocally makes the world a better place with its advantageous and worthwhile characteristics. Winetime Seafood Packaging is a Platinum A' Design Award-winning work that triggers desires, inspires, excites, delights, and sparks great joy.
Where to Get It
Strategic Brand and Packaging Design Services
We transform brands through award-winning visual identity and packaging design. With expertise across industries and proven results for businesses of all sizes, our strategic approach creates distinctive brands that connect with audiences and drive market success.
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Design Interview
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.
What are your future plans for this award winning design?
Perhaps I will publish it on some design resources.
Grand Interview
Your innovative use of contrasting colors - deep blue, bright orange, and pure white - in Winetime Seafood Packaging creates a striking visual identity; could you elaborate on how these specific color choices reflect both brand positioning and consumer psychology?
The color palette for Winetime Seafood Packaging was carefully selected to reflect both the premium brand positioning and the emotional response of consumers. Deep blue symbolizes trust, quality, and the ocean, immediately connecting the product to its marine origin while conveying a sense of sophistication. The bright orange contrasts vibrantly, representing freshness, energy, and the rich flavor of seafood, making the packaging stand out on shelves and appealing to consumer appetites.The addition of pure white elements creates balance and clarity, ensuring legibility and reinforcing the packaging's clean, modern aesthetic. Together, these colors work harmoniously to evoke both reliability and excitement, perfectly aligning with the brand's goal of offering high-quality, sustainably sourced seafood in an elegant and accessible way.
The Winetime Seafood Packaging series encompasses more than 10 different seafood products, each requiring distinct visual elements while maintaining brand cohesion; how did you approach this complex challenge of creating unity while preserving individual product identity?
To tackle the challenge of creating unity while preserving individual product identity for the Winetime Seafood Packaging series, we developed a modular design system centered around consistent brand elements. The deep blue background and bold orange illustrations serve as the unifying framework, ensuring instant brand recognition across all products.Each product's identity is distinguished through detailed, hand-drawn illustrations of the specific seafood, such as shrimp, salmon, or octopus. These illustrations highlight the uniqueness of each product while adhering to the same artistic style, maintaining visual harmony. Additionally, the typography and layout were kept consistent, while subtle variations in placement and product descriptions added a layer of differentiation. This approach allowed us to achieve a cohesive yet versatile design system that showcases the diversity of the seafood line while reinforcing the premium and sustainable brand image.
Your decision to use illustrations rather than photographs for Winetime Seafood Packaging represents an intriguing departure from conventional seafood packaging; what inspired this creative choice, and how does it enhance the consumer's connection with the product?
The decision to use illustrations rather than photographs for Winetime Seafood Packaging was inspired by a desire to convey artistry, sophistication, and timelessness—qualities that align with the brand's premium positioning. Illustrations allow for a more stylized and elegant representation of the seafood, avoiding the overly commercial look that photographs often convey.This approach enhances the consumer's connection with the product by evoking a sense of craftsmanship and authenticity. The hand-drawn details suggest care and precision, reflecting the brand's commitment to high-quality, sustainably sourced seafood. Furthermore, the illustrations create a visually cohesive and refined aesthetic that appeals to discerning consumers seeking a more upscale and thoughtful packaging experience.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The new design emphasizes all the advantages of the brand: the colors reflect the gastronomic nature of the product; unique style and well-arranged design emphasize the solid attentive attitude of the manufacturer to the product, which escalates loyalty to delicacies taste; the packaging looks bright, perceptible and does not require extra effort from the buyer while making a choice.
All this makes the product more attractive to consumers and helps to make a purchasing decision quicker. - Dimensions & Packaging
- boxes 100mm x 100 x 40mm, 150mm x 330mm x30mm, 350mm x 180mm x 50mm, 360mm x 100mm x60mm
- Tags
- seafood, fish, frozen food, packaging, branding
- Production Technology
- The designer decided that the Winetime Seafood packaging should demonstrate the reliability of the brand and convey the freshness of the products. For this, a single unique concept was developed, and the visual information strategy was used.
The entire series packaging is developed in a single unique style. This approach compiles the assortment under one brand and distinguishes the series Winetime Seafood from products of other manufacturers presented in retail chains. - Design Challenge
- The packaging had to convey the quality and reliability of the brand, inspire to buy. First of all, effective elements had to be discovered so that they tell about the taste and quality of the product, emphasize the attentive manufacturer’s attitude. And also the packaging had to be harmonious, understandable and not overloaded with the information. The second challenge was to create an emotional image that would appeal to the target audience and distinguish packaging from competitors.
- Research
- The designer considered the following key points. There is certain psychology of choosing colors in design — each color conveys an idea. Brightness and contrast attract attention. They are noticeable and improve the perception of information. For each item in the series special visual element was created: a picture and an inscription. The illustration helped to make the packaging more visually interesting and clear and arouse certain feelings among buyers.
- Inspiration
- Winetime Seafood is a new series of fish and other seafood products that combines more than 10 products: wild dorado, salmon, European bass, Nile perch, scallops, octopus, tiger shrimps, etc. The technology of shock (quick) freezing allows the products to preserve the structure, nutritional value, and maximum taste.
- Project Duration
- Ukraine, Kyiv, the project began in December 2018 and ended in May 2019
- Operation Flow
- In addition, each item of the series has its own separate visual element – an image and an inscription - which allows the buyer to understand easily what he or she has got: an octopus, perch, shrimp or other. This approach, on one hand, preserves the unity of brand perception, and on the other hand, makes a specific product search simpler. Three main brand colors chosen by the designer are deep blue - the color of the deep sea, bright orange - the company color, and pure white - a symbol of freshness. A sans serif font compliments the overall picture.
- Image Credits
- Imagines №1-5 are used images www.shutterstock.com
www.freepik.com
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