OTVETDESIGN

Karelia

Task

Packaging concept design for souvenirs from Karelia Republic

The target audience is the guests of Karelia, who come for a walk and see cultural sights, without the prospects of a "wild" vacation.

Context

People travel all over the world. Also, souvenirs are brought from every point of their stay. Unfortunately, the memory of it is gradually erased, retreating under the rush of new events, new geographical names, and new souvenirs.

Having received the task of creating packaging for souvenirs from Karelia, we were much taken with making a solution that can become a real instrument to increase the efficiency of such carriers. This is not territorial branding, but not a formal shell engraved with "Adler 2008".

Strategy

Karelia is a unique region. The memory of it remains for a long time, even in the hearts of experienced travelers. Fantastic nature, impressive history, cordial people — all this leaves no one indifferent. We like the souvenirs brought from the republic to be as deeply memorable as the meeting with it.

Concept and Implementation

Packaging for souvenirs has an additional function: it has become a real information carrier. All those exciting facts about Karelia that people read while preparing for the trip, as well as many new ones, are located on company boxes and kraft paper bags.

Practice makes perfect. Besides, now there are significant "anchors" to secure the knowledge gained — real souvenirs, information is "tied" to each context.

Packaging for souvenirs has an additional function: it has become a real information carrier.

Facts about Karelia have become the central element of packaging design. Concise infographics are supported by explanatory texts and indicative figures that help to find out what the region is famous for.

Thanks to this approach, the value and authenticity of souvenirs are more clearly visible: if it is a rolling pin, then made of valuable Karelian birch; if it is jewelry, then created on the basis of ancient petroglyphs.

All the packaging is made of environmentally friendly material and serves as an example of respect for the unique nature of the region — one of the main its sights.

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