Can it be both tasty and healthy? Of course it can – if it’s O!well! O!well company storms into the healthy foods market with a series of natural products: protein shakes, peanut butter, nut bars and many other products that we love! All of them have been created for people who mind their nutrition and have preference for healthy foods but don’t deny themselves the pleasure to have a treat. Well, who doesn’t love a treat from time to time, do such people even exist?​​​​​​​ Trends The world market of sports and health foods grows by 10-12% annually, and in Russia the growth exceeds 30%. Impressive numbers, don’t you agree? Commitment to a healthy lifestyle in the modern society becomes the norm, and it is definitely a positive tiding. New trends have evolved, stable and targeted at an active lifestyle and conscious consumption. Influencers and celebrities demonstrate advantages of healthy eating and doing sports by personal example in their social media outlets. What should contemporary packaging look like? Above all, the design should communicate consistent associations and be easy to “read” for the consumer. Why? A modern person’s mind is swamped with information noise every day. It is so abundant that we fail to process everything and often rely on familiar reference points. This is the reason why the packaging that is not to padded with information and easy to understand for its target audience is guaranteed to work better at promoting the product. ​​​​​​​ What kind of packaging have we created? The consumer gets exhaustive information about the product that speaks for itself: “I am collagen, the beauty elixir!”, and “I am a chocolate bar!” The convincing packaging is attractive, easy to remember and inviting to purchase. The rounded fonts, natural colours and a positive message are a perfect combo. The packaging speaks in clear terms and shortens the distance to the buyer. We are what we eat! It is unknown who was the first to say the phrase, but it is relevant for all seasons. That’s why we decided to make the design interactive, for the product to talk to the customer and to speak for itself. The format also a good match for the brand that exclaims it is delicious – and, more importantly, healthy – food. Keep fit, be o!well!