I was happy, because Hollandia make naturally set yoghurt, which ripes in the cup, tastes nice and feels very healthy to me.
When I looked at current Hollandia’s branding and its use on packaging, I concluded that it’s very much in the safe mainstream of Czech yoghurts at 2015 – lot of unnecessary content, which is preventing the product to stand out next to other yoghurts. There’s simply too much going on. After going to a grocery store, It was obvious that other mainstream companies are trying to shout over each other with waves of cream, slices of fruit and various graphical patterns, melting together in tiring orchestra of graphical redundance.
Having a small timescale of two days for the project, I searched for well-crafted dutch windmill illustration and selected a serif typeface to accompany it, to enhance the feel of a tradition – since that’s what Hollandia is doing, traditional natural yoghurt.
In that dairy section, even a clean glass, bottle of milk would gain more attraction due to its simplicity. Carrying that in mind, I simplified the package, focused on the key ingredient which flavoured the yoghurt and considered the pot to be accidentaly rotated in store, allowing the observer to see what flavour it is from any side.
The final packaging design was applied to my photo that I did outside of the studio on grass. Yoghurt cup is photoshoped over, cleaned and the new design is applied to it. Including some real apricots to accompany it, which my friend Kate bought on the farmer’s market in Zlin that morning 🙂
After some time, we had positive feedback from the middle-man agency who gave Studio 9 this job. Not sure what’s happening now, as it goes with middle-man agencies. But experience-wise, I learned few things about shadows, packaging and yoghurts – great 🙂