Designing Healthy Snackfor Russian Kids

Rich - high quality fruit juices - when launched in 2002 went against stereotype of how Russian premium should look (golden, ornamental…). Its stylish packag-ing featuring laconic modern visual style with bright colours and appetising fruits has been a breakthrough and Multon (part of The Coca-Cola Company) successfully addressed young urban consumers valuing new experiences and outstanding impres-sions, and actually created the segment of the up-market juices.

Being a pioneer in its category in Russia Rich has always strived for innovation which is why in 2007 they were the first Russian producer to launch a healthy snack in convenient pouches – Rich Fruit Mix 200g – promising consumers to feel well and sated on the go.

diverse

enjoyi

ng life

creative

10 year anniversary designby Cocoon Group

current design

200

2 in

itia

l des

ign

2012

kindness

new experiencesgenerosity

enjoyment

safe choice

active fun

At the beginning of 2013 Rich came to CG with an idea to create a new version of Rich Fruit Mix to more appropriately address pro-spective group of children and teenagers, yet keep the yuppies in the game as a secondary target. We had to think of playful, friendly, but still laconic design, i.e. not too childish.

Actually exciting design challenge appeared, when Multon took into consideration two different brands – premium Rich and value-for-money Dobry.

SAME SUBSTANCE, but different positioningSAME SUBSTANCE,

We cranked up creative engines and explored many ways of how to make appetising and playful modern design. Starting with doodles and visual references gave us the freedom to think out of the pouch and develop beautiful yet relevant to the brand positioning concepts.

Rich

appetising fruit

brand recognition

playful

friendly

vivid

Dobry

BE FRESH, BE PLAYFULBE FRESH, BE PLAYFUL

Finally it was decided to fine-tune the concept, in which we put together tasty fruit images and lovely cool doodles depicting kids’ world, and launch it under Rich brand. It has been more powerful in assuring mothers about high quality and making the product attractive to kids. Moreover, it has been still relevant to young urban people, and , and last but not least, it perfectly matches product proposition built on masterful mix of fruits.

AND THE WINNER IS...AND THE WINNER IS...

Inspirational brand linked with fun and active life enjoyment had followed its essence and extended the brand experience from the moment of consumption to an enjoyable activity - it let small consumers play! After a yummy puree is eaten kids can play with special constructor brick caps and build whatever their fantasy finds appropriate at the moment. What a smart idea of how to bring a brand values in life.

KIDS LOVE TO PLAYKIDS LOVE TO PLAY

The product was launched in smaller packaging (110 g) at a more available price which allowed to make it more useful for the consumers and increase the con-sumption frequency at the same time. New tastes are supposed to make sure that the masked fruits are not only tasty and fun but also healthy which is important for the parents.

CG also took care of the in-store communication by creating a dynamic and appealing key visual and pre-paring different POS formats, which support optimistic and lively mood of the packaging. It is almost impossi-ble not to try a new fun and tasty Rich Fruit Puree.

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