OTVETDESIGN developed a new packaging design for Novoferma frozen semi-finished products

it was necessary to find a new approach to packaging design and corporate identity so that they would become working communication channels between the brand and a wide audience of retail consumers.

Frozen semi-finished products themselves are far from being that juicy hot chicken with a crispy crust that can whet your appetite just by its appearance. The new packaging required a so-called eye catcher - something that would catch the eye of a buyer passing by the freezer. The idea was, firstly, to make the finished product in all its incredible appetizingness such an attention-grabbing element, and, secondly, to develop original characters - unusual, charismatic, capable of becoming literally mascots of the brand, living on the label and in the hearts of people.

Particular attention was paid to food styling and working with product images. They are placed large on the packaging from several angles and help differentiate similar SKUs. It is important for the buyer to know what he will get when he comes out of the microwave, and not to confuse anything.

In order for the packaging to turn into a full-fledged communication channel, the designers developed several characters. The heroes of the illustrations were chickens, turkeys and other textured and characteristic “residents” of that very New Farm. Even on the packaging, they don’t sit idle: someone is in a hurry to bring a whole cart of crispy nuggets, and someone is holding out hot popcorn before the movie starts.

The images of the characters turned out to be ironic, funny, but at the same time not caricatured and not at all ridiculous, which helped the brand, from a perception point of view, to remain in a higher price segment. On each package, the characters interact with the brands, making it easy for the buyer to navigate the products.