Smoked Trout Primaire Funksje: Fiedselferpakking by Armeanu Creative Studio

Smoked Trout Primaire Funksje: Fiedselferpakking by Armeanu Creative Studio is a highly esteemed winner of the very prestigious 2021 A' Design Award yn Sulver in Ferpakkingsûntwerp Competition Category.

SulverFerpakking· 2021

Smoked Trout Primaire Funksje: Fiedselferpakking

by Armeanu Creative Studio

Client: Valeputna

A' Design Award yn Sulver Winner in Ferpakking Category

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Verified Award Winner

Verify Award Status for #119796

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Colors

The Design

About Smoked Trout Primaire Funksje: Fiedselferpakking

Smoked Trout is in ferpakkingsûntwerp foar smokte fiskprodukten. De ferpakking is makke fan kraftkarton mei goudfoly en selektive lakke. In sirkelfoarmich patroan, in midsiuwske poartfoarm dy't brûkt is foar it snijden fan it karton en in gouden segel ferwize nei tradysje, erfguod en natuerlike yngrediïnten. It segel en de poartfoarm komme oer it hiele produktassortimint hinne foar om kontinuïteit út te drukken. De folde ferpakking mjit 11,5 by 25 sintimeter. De kompakte foarm makket it maklik ynskowen en sluten fan it produkt mooglik, likegoed as ienfâldige opslach, transport en skapdisplay.

The Recognition

About the A' Design Award yn Sulver

Smoked Trout Primaire Funksje: Fiedselferpakking is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Smoked Trout Primaire Funksje: Fiedselferpakking wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Smoked Trout Primaire Funksje: Fiedselferpakking is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The purpose of the design is to reflect the personality of the brand together with its roots and history. All elements of the packing have a symbolism behind it, as they talk about the tradition and the refinement of the product. The challenge was to communicate the rich legacy of the brand along with the desire for innovation and perfection.
Dimensions & Packaging: The folded size of the packaging is 11,5 cm x 25 cm - the final product.
The unfolded size of the packaging is 24,5 cm x 30 cm.
The printing is done in CMYK + Pantone Coated.
Tags: smoked trout, Valeputna, traditional recipes, trout packaging, fish food, smoked fish, fish fillet, fish pate
Production Technology: The packaging is made of kraft carton, has golden folio and selective varnishing.
Design Challenge: TThe challenge was to bring to the surface the rich heritage of the brand while keeping it simple and modern. The whole visual must be clean and simple but it must communicate all the values: traditional recipes, roots and royalty, quality and ethics. For the brand owner, the decision to move from the 100% traditional visual to a premium one, was a bold and daring one. Being a family business, he took it to the next step in order to become an iconic brand for smoked trout. The brand has all the elements in taking its well-deserved place: rich authentic history, ethics, quality and innovation, all fueled up by passion and devotement.
Research: The whole rebranding process started with the discovery workshop. In this session our team together with the brand owners evaluated the current position of the brand, its attributes and values, the target group and the competition. After this our team developed the rebranding strategy where we established the final brand positioning and values, we identified how to satisfy the needs of the target group, we analysed the competition in terms of branding and messaging, position on the market and tone of voice. We also researched the products and packaging of the competition and the way they communicate to the public. We established the voice and tone of voice for the brand, the core messages and the brand pyramid. All the data collected and established in the branding strategy helped us to elaborate 3 visual direction for further development of the brand. From these 3 visual directions, together with the brand owner we chose one and moved to the redesign of the logo and the brand manual.
Inspiration: The inspiration came from the brand story itself. Valeputna is a brand that pays tribute to the first trout farm and the artisans that invented the recipes for smoked trout. The name of the brand is after the small village where the recipe was invented. The story says that the smoked trout was beloved by the royal family in the 20th century. The design combines the symbolism of tradition, royalty and nature.
Project Duration: The packaging is a part of a rebranding project that also included the packaging design of 17 products, developed in 3 months.
Operation Flow: All products of Valeputna are crafted with attention and care. In the manufacturing process there are some manual steps when the factory workers are handling the product. The packing offers an easy manipulation for the product by easy insertion and closing. The compact shape of the entire product facilitates the easy storing and transportation. On the shelf the product occupies an optimum space in terms of storage and visibility.
Patents: Valeputna 2006 - QUALITY NATURAL SRL - Romania
Team Members: Armeanu Ana
Armeanu Catalin
Image Credits: Main Image and optional images - Armeanu Creative Studio SRL - Romania