ZeSoup: A Revolution in Instant Soup Packaging

Elvira Firsova - Quzend Studio Transforms Instant Soup Packaging with ZeSoup

Elvira Firsova - Quzend Studio drew inspiration from the desire to create a product that was not only tasty and nutritious but also quick to prepare. The design is vibrant and appetizing, designed to stimulate the desire to purchase and try the product. The packaging was designed with convenience in mind, making it perfect for takeaway and ensuring it takes up minimal space. The three types of packaging all belong to the same product line and cater to different taste preferences of consumers.

What sets ZeSoup apart from other instant soups is its focus on the health-conscious, dynamic consumer who wants a quick yet delicious snack. The design is somewhat ostentatious, setting it apart from other instant soups that are often marketed as a cheap meal fix. ZeSoup, on the other hand, is made with the finest dehydrated products available. The packaging design features images of fresh, bright vegetables, highlighting the naturalness and beauty of the product.

The design realization process involved careful selection of vegetable images that matched the internal composition of the product. Icons on the reverse side highlight the naturalness of the product and its main advantages. The colors were chosen to arouse interest and trigger specific consumer associations. The packaging is compact, comfortable, and made of lavsan (PET), aluminum foil (Al), and polyethylene (PE). It has resistance to aqueous condensation, oxygen, light, sealed welds, and high barrier properties. Flexographic and rotogravure printing techniques were used.

The design interaction is simple and memorable, making it easy for consumers to recognize on store shelves. A trial batch was produced during the development of the packaging to gauge consumer reaction. The packaging was successful in attracting attention from competitors, and consumers appreciated the clear indication of the product's natural and healthy qualities. This was a significant factor in the satisfaction with the completed work.

One of the main challenges in the design process was to surprise and interest the consumer. Initially, the customer provided a large amount of text for the front of the package, which was a challenge as it did not fit in a reasonable size on the side. The design team took the bold step of creating a design that completely contradicted the original request, confident that the customer would be satisfied. The result was a resounding success, with the customer team expressing delight and gratitude for the bold step.

In conclusion, ZeSoup represents a revolution in instant soup packaging. The design is a testament to the creativity and innovation of Elvira Firsova - Quzend Studio. The team's goal was to create a packaging design that communicated the naturalness, taste, and health benefits of the soup. The vibrant color solutions, each reflecting the color of the product, and the black background of the package intensify the effect of brightness, attracting the customer with the taste and beauty of the product. The minimal information on the cover further enhances this effect. ZeSoup is a deserving winner of the Golden A' Packaging Design Award in 2018, reflecting the designer's prodigy and wisdom.