The Latvian breakfast cereal manufacturer Graci needed a design for one part of its product range. Developed in collaboration with scientists, the high-quality food is rich in natural ingredients, without flavour enhancers or artificial colouring, as well as functional and simple to use. Adopting a novel style, the new design concept unites six kinds of muesli and four kinds of hot cereal. As for the packaging material, environmentally friendly, unbleached craft paper has been chosen to address the environmental and health-related awareness of both the brand and its educated young as well as mature target group. In order to reflect the richness of the natural ingredients and their importance in full-value daily nutrition, the main ingredients and their special properties were highlighted directly on the packaging. An icon illustrates whether the product is suitable for building muscle or losing weight, for enhancing stamina or mind power. Featuring each their own basic colour, the individual pouches can be lined up side by side to form the word “health” – the unmistakable message of the brand.
Statement by the Jury
This beautiful food packaging for a breakfast cereal producer impresses with a holistic approach that merges the healthy ingredients of the products and their associated notion of naturalness with the environmentally friendly, recyclable packaging material into a unity. In a modern, colourful and appetisingly novel way, the design conveys a wealth of important information, pointing out the benefits that the various kinds of muesli have to offer.