Rebranding of AVEKTRA:

Photography & Package design

Creative concept: Andrey Kulpin, Dmitry Cherny, Dmitry Boychenko
Photography: Andrey Kulpin / Mountain Films
Producer: Dmitry Boychenko
Agency: Infomedia
Food stylists: Pawel Gurjanov, Sergei Kamenev, Andrey Savenkov
Package design: Dritry Cherny / BLUR

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Avektra is one of biggest fish products companies of Estonia, dynamically developing and successfully working in the area of Salmon and Salmon trout processing. After 15 years on the market company contracted a massive rebranding, which includes new identity, branding strategy and package design. Our job was to work with designers and marketing experts to come up with a new concept for packaging and visual design, as well as to produce product photos to be used in packaging and company ads.

The concept:

We decided to highlight the wildness of salmon products, the sence of touching the rough elements of Norwegian nature, make the product stand out on the shelf and feel like such basic natural element.

The Solution:

The box is designed to look like a solid piece of aged wood with a restaurant quality served product on top. Minimalist nordic-style typography balance the overall sceuromorph sollution to make it up-to-date with coming post-material design trend.