Sometimes you want to open a bank of sardines in tomato sauce. Feel this pleasant fishy aroma and, picking up a small piece on the fork, feel the familiar taste with a light note of tomato sourish. The cherished desire.
The idea of packing was based on the image of Golden Fish from the fairy tale of A.S. Pushkin. The bank like a fish from a fairy tale communicates with the buyer. She talks about herself and fulfills our cherished desire to eat.
The image on the package is made in pencil supplemented with “tasty” photos of the finished product and examples of its serving. It was romantic graphics of fairy tale that led to the drawing style. Also, thanks to conversation from first person the idea allows creating interesting communications on the shelf and in the retail zone.
Brand strategy: Mikhail Ankudinov
Copywriter: Sergey Ryadovoy
Art-director: Ilya Tumaikin
Designer: Sergey Ryadovoy
3D, retouch: Konstantin Simonov
Project manager: Ekaterina Savelieva