This is a case study showing how we approached packaging design for fruit puree sold in pouches. We think it looks great! Plus our client, Multon Russia, is reporting very good sales results and that's what counts, yey!

1. Designing Healthy Snacks
for Russian Kids

2. Rich - high quality fruit juices - when
launched in 2002 went against stereotype
of how Russian premium should look
(golden, ornamental…). Its stylish packag-
ing featuring laconic modern visual style
with bright colours and appetising fruits
has been a breakthrough. Multon (part of
The Coca-Cola Company) successfully
addressed young urban consumers valuing
new experiences and outstanding impres-
sions, and actually created the segment of
the up-market juices.
Being a pioneer in its category in Russia
Rich has always strived for innovation
which is why in 2007 they were the first
Russian producer to launch a healthy snack
in convenient pouches – Rich Fruit Mix
200g – promising consumers a feeling of
well being on the go.
diverse
enjoyi
ng life
creative
10 year anniversary design
by Cocoon Group
current design
2002initialdesign
2012

3. kindness
new experiences
generosity
enjoyment
safe choice
active fun
At the beginning of 2013 Rich came to CG with an idea to create a
new version of Rich Fruit Mix to more appropriately address pro-
spective group of children and teenagers, yet keep the yuppies in
the game as a secondary target. We had to think of playful, friendly,
but still laconic design, i.e. not too childish.
Actually exciting design challenge appeared, when Multon took into
consideration two different brands – premium Rich and value-for-
money Dobry.
Same substance,but different positioningSame substance,

4. We cranked up creative engines and explored many ways of
creating appetising and playful design. Starting with doodles
and visual references gave us the freedom to think out of the
pouch and develop beautiful yet relevant to the brand position-
ing concepts.
Rich
appetising fruit
brand recognition
playful
friendly
vivid
Dobry
Be fresh, be playfulBe fresh, be playful

5. Finally it was time to fine-tune the concept, in which we put together tasty fruit images and
lovely cool doodles depicting a kid’s world, and launch it under the Rich brand. It is now
more powerful in assuring mothers about the high quality, and making the product attrac-
tive to kids. Moreover, it has been still relevant to young urban people, and , and last but not
least, it perfectly matches the product positioning built on a masterful mix of fruits.
And the winner is...And the winner is...

6. Inspirational brand linked with fun and active life enjoyment had followed its essence and
extended the brand experience from the moment of consumption to an enjoyable activity - it let
small consumers play! After a yummy puree is eaten kids can play with special constructor brick
caps and build whatever their fantasy finds appropriate at the moment. What a smart idea of
how to bring the brand values to life.
KIDS LOVE TO PLAYKIDS LOVE TO PLAY

7. The product was launched in smaller packaging (110 g)
at a more available price which made it more attactive
for the consumers and increased consumption fre-
quency. New tastes are supposed to make sure that the
masked fruits are not only tasty and fun but also
healthy which is a priority for parents.
CG also took care of the in-store communication by
creating a dynamic key visual and prepared different
POS formats, which support an optimistic and lively
mood. It is almost impossible not to try a new fun and
tasty Rich Fruit Puree.
IN-STOREIN-STORE
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