Overview
Rastishka is one of the package designs that I created during my work as a designer at DASM. Rastishka is part of Danone products for kids.
The project primarily focused on visual design, composition, and promoting the new look of the product in the market.
Rastishka, with the new design, is being sold in Uzbekistan and Kazakhstan from late 2019-early 2020.
Package Design
The main objective of this project was to enlighten and inform consumers about Rastishka’s new healthy consistency (juice+yougurt with actual fruit bites).
Rastishka has 3 types (orange+mango+peach), (apple+raspberry), (apple+pear).
The word “cok” (juice), written in “liquid consistency” on top of the fruits, created a fun and unique style for the product. And with a splash of fruit colors-it feels fun, positive, and playful for kids while still clearly showing the new consistency of the product.
Indoor Marketing Materials
On all materials, we use two languages. For Uzbekistan: Russian-Uzbek, and for Kazakhstan: Russian-Kazakh languages. On double-sided materials, it’s easier to show one language on one side and another language on the other side.
Shelf divider–promoting the new package and the product.
In-store fridge that contains only Rastishka (kid’s juice).
Outdoor Marketing Materials
For outdoor advertising, we used only billboard and bus stop posters because they are one of the main outdoor platforms in Central Asia.
Bus stop
Billboard
Takeaway
It was an interesting project, working with copywriters, project managers, art directors, designers, illustrators, clients, and manufacturers.
One of the critical things to consider when designing a package is the written content that goes on the package because design should reflect/relate to the content. Working with copywriters from the early stages of the design process is essential to stay on the right track and eliminate extra unnecessary work.
I also learned a lot about the technical side of the package design, like a blueprint, and how small/big certain elements should be. Communication with the manufacturing side helps a lot to understand the challenges we might face during the manufacturing process.