Title	FOODCODE. THE GOODNESS CODE
Brand	FOODCODE
Product/Service	GLUTEN, SUGAR AND LACTOSE FREE PRODUCTS IN DIFFERENT CATEGORIES
Category	A01. Creation of a new Brand Identity
Entrant	INDIVIDUAL ENTREPRENEUR IVANOVA M.S. Moscow, RUSSIA
Idea Creation	DEPOT BRANDING AGENCY Moscow, RUSSIA

Name	Company	Position
Alexey Andreev	Depot branding agency	CEO
Alexey Fadeev	Depot branding agency	Creative Director
Ksenia Parkhomenko	Depot branding agency	Executive Director
Anna Rozhnova	Depot branding agency	Project Manager
Jane Struk	Depot branding agency	Art Director
Raushan Sultanov	Depot branding agency	Designer
Anastasia Tretyakova	Depot branding agency	Associate Creative Director
Anastasia Tsyrkina	Depot branding agency	Art Director
Daria Vedernikova	Depot branding agency	Communications Director

Background

Across the globe people are more conscious of leading healthy lifestyles, Russian people are no exception. New products labeled as “good” and “healthy” are springing up in Russian supermarkets on a weekly basis. What “goodness” actually means though is ambiguous: sometimes it refers to being low on calories; other times it means being free of preservatives or sugar. Additionally, there is a gaping hole in the Russian market for gluten free products. Foodcode is a novel brand, bringing a breakthrough solution to the healthy food segment. All of its products are vegan, as well as being gluten and sugar free. The most astounding thing of all: the brand’s first product line consists of exceedingly delicious desserts.

Describe the creative idea (40% of vote)

Our task was to create a packaging solution for the desserts that effectively conveys the quantum leap made in this category. To this end, we portrayed the opening of a new dimension of healthy food that appears when the “FoodCode” is inputted. The repetition of the typographic logo forms a pattern that transforms itself in various ways on the packaging, creating the vivid effect of virtual space created by “the Code”, leading us to the real dessert masterpiece found within.

Describe the execution (40% of vote)

Foodcode is a novel brand, bringing a breakthrough solution to the healthy food segment. All of its products are vegan, as well as being gluten and sugar free. The most astounding thing of all: the brand’s first product line consists of exceedingly delicious desserts. Our task was to create a packaging solution for the desserts that effectively conveys the quantum leap made in this category. To this end, we portrayed the opening of a new dimension of healthy food that appears when the “FoodCode” is inputted. The repetition of the typographic logo forms a pattern that transforms itself in various ways on the packaging, creating the vivid effect of virtual space created by “the Code”, leading us to the real dessert masterpiece found within.

List the results (20% of vote)

Across the globe people are more conscious of leading healthy lifestyles, Russian people are no exception. New products labeled as “good” and “healthy” are springing up in Russian supermarkets on a weekly basis. What “goodness” actually means though is ambiguous: sometimes it refers to being low on calories; other times it means being free of preservatives or sugar. Additionally, there is a gaping hole in the Russian market for gluten free products.