Smoked Trout Packaging by Armeanu Creative Studio

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DESIGN DETAILS
DESIGN NAME:
Smoked Trout

PRIMARY FUNCTION:
Packaging

INSPIRATION:
The inspiration came from the brand story itself. Valeputna is a brand that pays tribute to the first trout farm and the artisans that invented the recipes for smoked trout. The name of the brand is after the small village where the recipe was invented. The story says that the smoked trout was beloved by the royal family in the 20th century. The design combines the symbolism of tradition, royalty and nature.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The purpose of the design is to reflect the personality of the brand together with its roots and history. All elements of the packing have a symbolism behind it, as they talk about the tradition and the refinement of the product. The challenge was to communicate the rich legacy of the brand along with the desire for innovation and perfection.

OPERATION / FLOW / INTERACTION:
All products of Valeputna are crafted with attention and care. In the manufacturing process there are some manual steps when the factory workers are handling the product. The packing offers an easy manipulation for the product by easy insertion and closing. The compact shape of the entire product facilitates the easy storing and transportation. On the shelf the product occupies an optimum space in terms of storage and visibility.

PROJECT DURATION AND LOCATION:
The packaging is a part of a rebranding project that also included the packaging design of 17 products, developed in 3 months.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The packaging is made of kraft carton, has golden folio and selective varnishing.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The folded size of the packaging is 11,5 cm x 25 cm - the final product. The unfolded size of the packaging is 24,5 cm x 30 cm. The printing is done in CMYK + Pantone Coated.

TAGS:
smoked trout, Valeputna, traditional recipes, trout packaging, fish food, smoked fish, fish fillet, fish pate

RESEARCH ABSTRACT:
The whole rebranding process started with the discovery workshop. In this session our team together with the brand owners evaluated the current position of the brand, its attributes and values, the target group and the competition. After this our team developed the rebranding strategy where we established the final brand positioning and values, we identified how to satisfy the needs of the target group, we analysed the competition in terms of branding and messaging, position on the market and tone of voice. We also researched the products and packaging of the competition and the way they communicate to the public. We established the voice and tone of voice for the brand, the core messages and the brand pyramid. All the data collected and established in the branding strategy helped us to elaborate 3 visual direction for further development of the brand. From these 3 visual directions, together with the brand owner we chose one and moved to the redesign of the logo and the brand manual.

CHALLENGE:
TThe challenge was to bring to the surface the rich heritage of the brand while keeping it simple and modern. The whole visual must be clean and simple but it must communicate all the values: traditional recipes, roots and royalty, quality and ethics. For the brand owner, the decision to move from the 100% traditional visual to a premium one, was a bold and daring one. Being a family business, he took it to the next step in order to become an iconic brand for smoked trout. The brand has all the elements in taking its well-deserved place: rich authentic history, ethics, quality and innovation, all fueled up by passion and devotement.

ADDED DATE:
2021-02-23 11:41:13

TEAM MEMBERS (2) :
Armeanu Ana and Armeanu Catalin

IMAGE CREDITS:
Main Image and optional images - Armeanu Creative Studio SRL - Romania

PATENTS/COPYRIGHTS:
Valeputna 2006 - QUALITY NATURAL SRL - Romania

Visit the following page to learn more: https://armeanustudio.com
CLIENT/STUDIO/BRAND DETAILS
NAME:
Valeputna

PROFILE:
Valea Putnei translated to Putna Valey, is the name of an old little village from Bucovina, Romania, located on the bank of the Putna River. In 1896 was founded here the first trout farm under the name of "Valeputna Fischbruthutte". Here is where it was invented the local delicacy known as “Cobza”, smoked trout with fir cones and beechwood, dressed in fir-tree branches and tied in hazel twigs. This artisanal product was beloved by the royal family and became a representative item for that geographical area. Valeputna is a Romanian food brand, that carries on the legacy of the smoked trout. The purpose of the brand is to preserve and to perfect archaic local recipes while innovating and improving all the products. The brand is a tribute to history and to the artisans to whom it owns the secrets of the recipe for smoking. The values of the brand are: refinement, tradition, quality and ethics.

NOMINATION DETAILS

Smoked Trout Packaging by Armeanu Creative Studio is a Nominee in Packaging Design Category.

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AWARD DETAILS

Smoked Trout Packaging by Armeanu Creative Studio is Winner in Packaging Design Category, 2020 - 2021.



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