Figura 브랜딩, 패키지 디자인 by Anja Zambelli Colak

Figura 브랜딩, 패키지 디자인 by Anja Zambelli Colak is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2022

Figura 브랜딩, 패키지 디자인

by Anja Zambelli Colak

Client: Zambelli Brand Design

A' Design Award 철상 Winner in 그래픽 Category

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Colors

The Design

About Figura 브랜딩, 패키지 디자인

피구라(Figura)는 무화과 케이크, 초콜릿, 올리브 오일 등 지중해 식료품 라인을 위한 브랜딩 및 패키지 디자인이다. 브랜드 아이덴티티는 열기구 형태로 양식화된 무화과 아이콘을 중심으로 구성되었으며, 이는 여행과 브랜드 창립자의 지중해적 뿌리를 상징한다. 금색, 보라색, 녹색 톤은 주요 원재료를 표현하고, 무화과 잎과 파도, 물고기 비늘 패턴은 지중해를 연상시킨다. 라벨과 종이 패키지는 페드리고니(Fedrigoni) 용지에 팬톤 컬러로 인쇄되었으며, 금박 가공이 더해졌다. 이 디자인은 해당 제품들을 아시아 시장에 소개한다.

The Recognition

About the A' Design Award 철상

Figura 브랜딩, 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Figura 브랜딩, 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Figura 브랜딩, 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

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

Unique Properties: Figura design centers around the fig icon stylized to form an air balloon. This reflects brand's goal to bring Mediterranean delicacies to the Asian market: fig cakes, chocolates and olive oils. Born out of passion for healthy food and travel experiences, Figura's design is telling a story of its founder roots. Golden hues, purple and green tones are used to symbolize brand's main ingredients. Design is accompanied by patterns that evoke the Mediterranean: fig leaves, waves, and fish flakes.
Dimensions & Packaging: Olive oil label: 10 x 14 cm
Chocolate box: 8 x 15 cm
Raw fig cake box: 28 x 5 cm
Tags: branding, packaging, chocolate box, olive oil label, label, purple, gold, Mediterranean, air balloon, travel
Production Technology: High-quality printing from Pantone colors on Fedrigoni paper, both for labels and paper packaging. Addition of gold foil.
Design Challenge: The design of Figura's brand and packaging was a result of an in-depth process that included the discovery of client's drivers and company culture. Several challenges were identified: Design and packaging had to tell a story of client's roots and her link to the Mediterranean culture. Branding had to speak towards the Asian target and end-user. Brand packaging had to be designed using ecological and affordable materials yet having a look and feel that translates high quality of the product.
Research: After initial consultations, two workshops were held with the client. The first one goal was to discovered key drivers behind the brand, brand’s unique story, philosophy, personality, target market and benchmark. The second workshop was held to present the client with three different brand personality mood boards helping the client to choose a branding direction that is aligned with the brand's unique market positioning. Design was prototyped and tested before creating the final identity.
Inspiration: Figura products are inspired by the Mediterranean. So is the design of Figura's brand and product. Born out of the wish to bring the exotic product to the Asian market, Figura packaging reflects the hues, tones, and textures of the Mediterranean. Figura's founder traveled the world telling the story of her place of birth, this was the main inspiration for the brand and its design. The air balloon icon is telling the story of her voyage, her love for the Mediterranean, its cuisine and lifestyle.
Project Duration: The project started in November 2020 and finished in April 2021 in Croatia and Hong Kong.
Operation Flow: Figura's brand identity is used to communicate Mediterranean philosophy and lifestyle. This approach is differentiating products from competitors in the Asian market. Branding and packaging communicate these elements to clients and evokes in them a sense of travel to Europe in the search for traditional products and taste. Product packaging is designed as a primary advertising mechanism and aligned with the target’s expectations.
Team Members: Anja Zambelli Colak