Zuper has developed a signature style for instant dumplings

Before starting to develop a corporate identity and packaging design, the agency conducted in-depth interviews. it found that consumers want to be able to have lunch or dinner quickly and with quality food. The respondents also noted the ease of preparation.

Dumplings are a traditional dish that requires boiling, and the frozen food market has developed a fairly conservative design mindset, Zuper notes. Therefore, it was important for the agency to move away from the usual idea of ​​the product and template techniques and take a confident position in the market of modern fast food. In the corporate style, the team decided to highlight the following meanings: speed and convenience, satiety and quality. She needed to convey that the new product is both traditional and meets the needs of modern residents.

“Instant dumplings meet all the above criteria and are made from natural ingredients. To prepare lunch, just pour boiling water over them for seven minutes. Convenient packaging allows you to eat even on the go: the container, reminiscent of a glass , is comfortable to hold in your hands. We have also developed a special spoon included. The ergonomic shape makes it easy to grab one dumpling, and thanks to the matte coating, it’s pleasant to hold in your hands,” says the agency team.

Zuper chose the image of a superhero as his character. He comes to the aid of people when they want to eat tasty, satisfying and quickly. A specially designed font conveys the main meanings: movement and speed. The corporate colors were also not chosen by chance: rich orange symbolizes energy and a charge of vivacity. At the same time, the agency draws attention to the fact that warm, bright shades stimulate appetite.

The packaging is made in the style of superhero comics. Stories about characters who combine several superpowers and are ready to help people fit into the concept of the new product and highlighted its advantages. The team emphasizes that in the future, the developed character will highlight the brand in a communication campaign when developing outdoor advertising or TV commercials.