Two anthropomorphic flow-wrap packets: different product categories—same basic idea. Frudoza ice cream and Fruttolino fruit bars, each with character illustrations that transform this familiar packaging into something figural.
(More about each of these two package designs, after the fold…)
1. Frudoza’s anthro-packets were designed last year by 365° Studio. Positioned as the ice cream brand for Belarusian “trendsetters” Frudoza relies on packaging that features three “hipster” characters, embodying each of its three flavors. (strawberry, blueberry and pineapple)
FRUDOZA is a juicy dose of happiness. The bite on the ice-cream forms a smile. Eat happy – just like hipster characters on the package!
In this context, however, the ice-cream-bite-smile must exist as an ambiguous illusion. For this to work consumers must perceive two things in quick succession: a. that there is an illustration of an ice cream bar with a bite taken out of it, and that b. the packet, itself, is a smiling character.
If this were an experiment in consumer gestalt psychology, it might say something about me that, when I first saw these packages, I was slow to even notice the ice cream bar illustrations.
Mixing the metaphors even more, Frudoza’s animated commercial below includes anthropomorphic fruit on skis.
Children are drawn to the five-bar box by the design’s eye-catching character that doubles as the single pack packaging and the bar inside – while detailed information on high fruit content for mums and dads is featured on the front and back of the packaging. Made of cardboard, the box itself embodies a definite recycled appearance, while the illustrations and text are kept in plain colours.
Here the design is simpler and (to consumers like me who are unable to simultaneously comprehend two competing illusions) perhaps less confusing. It’s also a bit vintage, which I love, although children may not respond to it in quite the same way. Which is maybe OK, since children would not usually be the ones making the purchase.
The photos above show the 5-pack carton design as it’s been recently featured on The Dieline and on Wunsch’s own web site, but there is an apparently newer, revised version on Fruttolino’s website which is telling…
Inserted into the area next to the “5” there are now pictures of an individual, partly unwrapped fruit bar, revealing a an unsuspected feature of the product…
Like the characters, from the 1964 episode of the Twilight Zone, entitled The Masks, the fruit bars have now come to resemble their packaging.