Gourmet Kebab

April, 2020

Food & Drinks

Gourmet Kebab

“We promise to design the spiciest packaging on the Spanish market.”

Joana Brazete - Senior Graphic Designer

The brief

In this project, we were contacted by a company present in the market for over 10 years, experienced in the production and distribution of kebab: Gourmet Kebab.

In addition to their specialty, they also produce some complementary products, such as sauces, potatoes, bread and durum, thus making their offer more varied and with higher quality.

With a vision of the future, and with the beginning of a new phase of expansion, in 2019 we were challenged to develop the package design of a new range of products, such as an Outer box.

Approach

Being an international partner, the project was even more challenging. In addition to creating a package design with sufficiently attractive colors, with due regard to the type of product, extreme care was also taken concerning the language used.

Furthermore, being a new range that contained products with different origins, it was crucial to maintain a graphic identity that would allow for the proper diversification of each product so that the consumer understood that there were different products, but that they all belonged to the same brand.

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“When designing a Packaging, there are two important needs: to meet customer expectations and to think about how we can disrupt and differ in the linear of exposure.”

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Portfolio view

A spicy package design for a Spanish kebab company

Initially, the important thing was to define the basic structure of all the different products in this new range. This graphic structure would allow an easy perception of the customer's brand and would contain the most important elements properly illustrated and strategically positioned, such as the brand name, product image, product description, advantages and a certificate of quality.

After the Packaging structure, it was important to decide the color types for each protein in the product range. In addition, and to improve the perception of the final consumer, we suggest placing an image of the animal from which the meat came. In this way, the consumer's choice process was facilitated.

In addition, it was necessary to create a CTA, that is, a call-to-action, strong enough to reach a wider audience. A phrase that gives the perception of ease of use of the product. Hence, it was born: “No hace falta un asador!”

To ensure consumer confidence in a new product on the market, it was necessary to include a stamp that, in addition to reinforcing the type of protein used, attested to the origin and quality of the meat used in these new products.

The outer box creation process was very similar and kept some graphic elements from the products. It is a super functional box: in addition to a more intuitive opening area than traditional boxes, at the back, there is a section where the type of product inside the box is indicated.

In a competitive retail environment, often what sells and makes the difference is not the product, but the package design. And that was the objective of this project: to maximize the quality of our client's products.

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