Smoked Trout Primary Function: Ipakisha ry'Ibiryo by Armeanu Creative Studio

Smoked Trout Primary Function: Ipakisha ry'Ibiryo by Armeanu Creative Studio is a highly esteemed winner of the very prestigious 2021 Igihembo cya A' Design Award cya Ifeza in Igishushanyo cy'Ipaki Competition Category.

IfezaIpaki· 2021

Smoked Trout Primary Function: Ipakisha ry'Ibiryo

by Armeanu Creative Studio

Client: Valeputna

Igihembo cya A' Design Award cya Ifeza Winner in Ipaki Category

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Colors

The Design

About Smoked Trout Primary Function: Ipakisha ry'Ibiryo

Book Text: Smoked Trout ni igishushanyo cy'ipakisha ry'ibicuruzwa by'amafi yotswe. Ipakisha rikorwa muri karito ya kraft ifite ifoiri ya zahabu n'ivarinishi yatoranyijwe. Ishusho y'uruziga, ishusho y'irembo ryo mu bihe by'ikinyejana cyo hagati ryakoreshejwe mu gukata karito hamwe n'ikirango cya zahabu bigaragaza umuco gakondo, umurage n'ibigize bisanzwe. Ikirango n'ishusho y'irembo bigaragara ku bicuruzwa byose kugira ngo byerekane ubudakuka. Ipaki yikubise ipima santimetero 11.5 kuri 25. Iyi mionekere ngufi ituma habaho gushyiramo no gufunga ibicuruzwa byoroshye, ndetse no kubika, gutwara no kubyerekana ku burebure byoroshye.

The Recognition

About the Igihembo cya A' Design Award cya Ifeza

Smoked Trout Primary Function: Ipakisha ry'Ibiryo ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Smoked Trout Primary Function: Ipakisha ry'Ibiryo biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Smoked Trout Primary Function: Ipakisha ry'Ibiryo ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

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