Agency: Naked bureau
Copywriter: Natasha Denysenko
Designer: Igor Kolomiiets
Location: Ukraine
Project Type: Produced
Client: Ryabchick
Product Launch Location: Ukraine
Packaging Contents: Chicken snacks
Packaging Substrate / Materials: PET Doypack pouch
Printing Process: Flexography

Ryabchick are thin chicken filet slices with soy sauce. Air dried and crunchy. It`s a new kind of snack for Ukrainian market — kinda like meat jerky, but healthier and safe for kids. Because they use less salt and preservatives and are air dried at a higher, than regular curing, temperatures. Oh, did we mention they`re crunchy?

So Ryabchick is a viable healthy snack option. But Ukrainians perceive dried meat products only as beer snacks and are not aware of the healthy part — it`s nutritious and satisfying without the use of frying oils, or artificial preservatives. That`s why the bureau`s design direction and strategic task was to design a packaging, that would stand out of the jerky category and fight the stereotype of dried meats as. beer snacks

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