Project Manager
at
Farhad Kuchkarov
| Title | Foodcode. The goodness code |
| Agency | Advertising Group Depot WPF |
| Campaign | Foodcode. The goodness code |
| Advertiser | Foodcode |
| Brand | Gluten free, sugar free, lactose free products in different food categories |
| Posted | December 2020 |
| Business Sector | Food |
| Story | Across the globe people are more conscious of leading healthy lifestyles, Russian people are no exception. New products labeled as “good” and “healthy” are springing up in Russian supermarkets on a weekly basis. What “goodness” actually means though is ambiguous: sometimes it refers to being low on calories; other times it means being free of preservatives or sugar. Additionally, there is a gaping hole in the Russian market for gluten free products.Our task was to create a packaging solution for the desserts that effectively conveys the quantum leap made in this category. To this end, we portrayed the opening of a new dimension of healthy food that appears when the “FoodCode” is inputted. The repetition of the typographic logo forms a pattern that transforms itself in various ways on the packaging, creating the vivid effect of virtual space created by “the Code”, leading us to the real dessert masterpiece found within. |
| Problem | Foodcode is a novel brand, bringing a breakthrough solution to the healthy food segment. All of its products are vegan, as well as being gluten and sugar free. The most astounding thing of all: the brand’s first product line consists of exceedingly delicious desserts. |
| Media Type | Corporate/Brand Identity |
| Creative Director | Alexey Fadeev |
| Creative Director | Anastasia Tretyakova |
| Project Manager | Anna Rozhnova |
| Chief Executive Officer (CEO) | Alexey Andreev |
| Executive Director | Ksenia Parkhomenko |
| Communications Director | Daria Vedernikova |
| Designer | Anastasia Tsyrkina |
| Designer | Elena Ratner |
| Strategic Director | Farhad Kuchkarov |
| Art Director | Anastasia Tsyrkina |
| Copywriter | Sasha Fedoseeva |
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