| Title | RIDDLE |
| Brand | RIDDLE |
| Product/Service | CARAMEL |
| Category |
E01. Food / Drink |
|
Entrant
|
DEPOT BRANDING AGENCY Moscow, RUSSIA
|
|
Idea Creation
|
DEPOT BRANDING AGENCY Moscow, RUSSIA
|
Credits
| Alexey Fadeev |
Depot branding agency |
Creative direcot |
| Jane Struk |
Depot branding agency |
Creative director |
| Anastasia Tretyakova |
Depot branding agency |
Associate Creative Director |
| Daria Vedernikova |
Depot branding agency |
Head of Communications |
| Vera Zvereva |
Depot branding agency |
Creative Director |
| Anastasia Kharuk |
Depot branding agency |
Strategic manager |
| Evgenii Nikitin |
Depot branding agency |
Video motion |
| Anna Burlakina |
Depot branding agency |
Designer |
| Irina Zavtoni |
Depot branding agency |
Project leader |
| Farkhad Kuchkarov |
Depot branding agency |
Strategic director |
| Aleksey Andreev |
Depot branding agency |
CEO |
| Irina Kukartseva |
Depot branding agency |
Project Manager |
| Ksenia Parkhomenko |
Depot branding agency |
Executive Director |
Background
Caramel is one of the most popular types of sweets in Russia. So the number of its producers is huge and the competition is strong. At the same time people are reducing the consumption of sugar as the trend to healthy living is growing. This makes the situation really tough for brands in the category.
In this context launching a new caramel brand requires an extraordinary approach to the brand concept and the product itself.
The objectives were to develop a brandname and packaging design for a new brand of caramel candies with a wide variety of flavors so that it would stand out in the severe competition.
Describe the creative idea (40% of vote)
The target audience are people who enjoy every day of living, value experiences and strive to get new emotions and impressions. They are always in search of something unusual, not afraid to make mistakes.
The brand offers a tremendous variety of caramel flavors – from well-loved classics like toffee to extraordinary like guarana or pepper and honey.
So we created a truly involving brand for real seekers. The brand is a riddle (and so its name states) offering the consumer to open the door to the unknown world of tastes and dive into new sensations. Every package of caramel has the door which is partly open and lets out an object hinting of the world behind it, but not showing it all. The object is somehow connected with the flavor yet not directly. Thus we intrigue the consumers, trigger them to read a riddle and provoke to try other flavors.
Describe the execution (40% of vote)
The design invites the consumer to open the door to the unknown world of tastes and dive into new sensations. Every package of caramel has the door which is partly open and lets out an object hinting of the flavor. The colorful illustration works in contrast with soft background, becoming an eye-catcher for the consumer.
The logo has a symbol of a keyhole instead of the «i» letter which is another trigger to explore the unknown.
The ingredients are not shown at all. They are replaced by the objects associated with the countries of their origin or the situation when the taste can be met more often.
List the results (20% of vote)
The brand was just launched but it clearly stands out in the competitive landscape and so the brief objective is definitely achieved.