McCann Vilnius, Lithuania was tasked with creating a package design for AUGA a ‘growing’ organic food brand. The idea was to create a design that is as simple and minimal as the whole organic food concept; involving as little as possible in food growing process.
“Packaging is divided in to two parts: sky and ground. “Ground” color represents product nature, it’s natural appearance, nutritional value. And ‘sky’ is used to represent brand and product name. At the center of the packaging, we always shows main hero the product. So we see perfect balance surrounding a product.
AUGA is an ever expanding brand which is currently preparing to launch few more organic food lines. Even though AUGA is ever expanding brand, we managed to create brand recognition with simple packaging design system.”
Dividing the packaging into a ‘Ground’ and ‘Sky’ portion is a very interesting way of creating visual interest in the packaging. Even though the ‘ground’ of the packaging has a lot going on typographically, it doesn’t take away the attention from the center of the pack. I also love the color choice that is used in the ground portion of each product, it is simply a lighter hue of the natural color of the produce itself.
Designed by McCann Vilnius
Country: Lithuania
Client: Agrowill Group
Art Director: Aurimas Kadzevi, Justina Steponavi
Designer: Justina Steponavi , Vytis Gruzdys
