Fit Bread

by Alexey Lysogorov

Challenge: A product from Kyrgyzstan: a series of dietary breads that do not contain sugar and gluten free. At first, the product was produced practically without design (there was only a sticker on a transparent bag with the name “Golden Ear”). It was invisible in the local market. High quality and competitive price pulled the product to the neighboring markets of Kazakhstan and Russia. There the lack of targeted audience and clear branding of the packaging did not gain any interest. It was necessary to give a proper name, change the type of packaging to a closed one (ease of transportation and safety), change the size of the breads, its total weight and provide a modern noticeable design.

Research: When researching the product and its capabilities it turned out that bread with the inscription “Fitness” sold better. It slightly reveals the essence of the usefulness of the product (compared to classic bread) and targets the specific audience. The new brand name was created - a dynamic logo (changing on packages), a packaging system with a simple round cut was thought out, a visual fitness series was developed which over time expanded by creating additional useful additives: bran, oats, buckwheat, multigrain, etc.

Visual Solution: The design concept was a circle (round shape was the most convenient for manufacturers to cut on plain packaging). The “ball” that bounces across a series of packages on the counter creates an additional eye-catching effect together with super bright and fashionable shades, unusual for such a product.

The Result: A simple storytelling with sports characters (for active youth) especially attracted the attention of the new desired audience. The useful product has finally begun to conquer its audience both in the domestic market of the country and in new sales markets.


Silver in Packaging Design 2022, Freelancer

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Alexey Lysogorov

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Fit Bread