CHALLENGE. We needed to develop a packaging line for several SKUs of the Bazar brand spices.

CONTEXT. The spice category has long consisted of recognizable players – Kotanyi, Pripravka, "Volshebnoe Derevo," Knorr, and Maggi. Consumers are conservative: they choose trusted brands, value naturalness, want to see the real thing, and avoid flavor enhancers and synthetics. At the same time, they live the fast pace of the city, value aesthetics, trendiness, and convenience. To get into their shopping cart, the packaging must:

– inspire trust at first glance,
– provide a sense of convenience,
– encourage cooking,
– look like something from a modern grocery store,
– and yet remain simple, clear, and honest.

SOLUTION. The visual architecture of the packaging design is built so that consumers see real spices – vibrant, natural, and textured – rather than abstractions. Key principles:
1) Close-up photographs of ingredients. A transition from "illustrative" to "natural": the texture of pepper, the sparkle of paprika, the freshness of garlic. This creates a sense of gastronomic honesty and enhances the perception of flavor.
2) Contrasting color fields for SKU differentiation. Each flavor has its own color accent, which enhances product readability and helps navigate the product line.
3) New Bazar logo. We created a modern symbol that evokes associations with the saturated spice market, but presented in a minimalist form.