The range includes (clockwise from top left) goose, pork, rabbit and venison.
Russian design agency Pride has created a set of eye-catching sleeves for a range of ethical new farm products, which use ‘hand puppet’ illustrations to elevate the authenticity and provenance of the meat inside.
Yekaterinburg-based Pride were briefed by the owner of local restaurant Gryadka, who wanted to roll out a service delivering farm products to consumers’ homes.
The design covers a wide range of meats sourced from a variety of farms, but the packaging unites them under a common theme of ecological integrity and natural freshness.
The new look aims to secure standout by pointing out the range’s hand-reared credentials, and the positive perceived benefits it has on taste and food safety.
In addition to the silhouettes, the fronts of the packages feature ‘soft and flowing strokes’ of colour, handwritten-style product descriptors and a callout that they are ‘100% natural farm products’.
On the back, there are illustrated maps of the farm and a depiction of a farmer to emphasise the heritage of the meat, along with a commitment to good principles and values throughout the products’ supply chain – from farmer through to end-user.
The range includes chicken breasts, turkey, beef, pork, rabbit, goose and venison.
A spokesperson for the design agency Pride said: “The basic idea of the packaging design is to avoid any food styling, meaning a direct demonstration of the meat or how it should be served. Instead the semantic emphasis shifted to the manufacturing process, and measured a special ‘philosophy’ [of ethical farming] which influences the consumer’s choice in favour of this product.”
© FoodBev Media Ltd 2019
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