Smoked Trout Tawuri tagejdant: Taɣlaft n učči by Armeanu Creative Studio is a highly esteemed winner of the very prestigious 2021 Tarbaḥt A' Design Award n Lfeṭṭa in Afeṣṣel n Ukemmus Competition Category.
LfeṭṭaAkemmus· 2021
Smoked Trout Tawuri tagejdant: Taɣlaft n učči
Client: Valeputna
Tarbaḥt A' Design Award n Lfeṭṭa Winner in Akemmus Category
Verified Award Winner
Verify Award Status for #119796The Design
About Smoked Trout Tawuri tagejdant: Taɣlaft n učči
Iṭij n Trout iburzen d aḍeṛṛef n uɣellef i yifuraṛ n uslem yeɣlaben. Taɣlaft tettwaxdem s ukarṭun kraft s uɣendaf n uddim d wesqaɛer amifran. Yiwet n tira tazergaɣt, talɣa n tewwurt taluẓayant i yettwasqedcen i uqḍaɛ n ukarṭun akked yiwen n uḍebbaɛ n uddim, ttmuqulen ɣer tqadumt, ɣer wayla akked yiferdisen imgamanen. Aḍebbaɛ akked talɣa n tewwurt banen deg wemḍiq meṛṛa n yifuraṛ akken ad d-mmalen aleqqem. Aɣellef yettwaṭyen isɛa 11.5 s 25 cm n teɣzi. Talɣa yerkeb tettaǧǧa asekcem d wemdel n ufuṛaṛ s wugur amecṭuḥ, akked wgur amecṭuḥ deg uḥraz, deg wsiweḍ akked uskan ɣef unaflay.
The Recognition
About the Tarbaḥt A' Design Award n Lfeṭṭa
Smoked Trout Tawuri tagejdant: Taɣlaft n učči d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Smoked Trout Tawuri tagejdant: Taɣlaft n učči ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.
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
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