Interview about Una Luna Confectionery Packaging, winner of the A' Packaging Design Award 2022
Behind the design of each product, there is a story. The collage illustration used in the package design for the Una Luna fruit candy series is a good way to tell this story to the consumer. Collage illustration on the package helped to create a certain image of the brand and give it integrity. The modern market demands a simple and clear package, which will stand out on the shelves and be interesting to the audience. In his project, the designer used the collage technique and contrasting shades. It helped to make the packaging of Una Luna candies interesting.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe collage illustrations in Una Luna Confectionery Packaging were inspired by the rich tapestry of Ukrainian poetry and its deep connection to nature. By combining vibrant fruits, delicate flowers, and symbolic birds, the design evokes a poetic garden that celebrates the beauty and abundance of Ukrainian culture. Each element is carefully chosen to represent themes of harmony, tradition, and natural elegance, drawing parallels to the lyrical and visual artistry found in Ukrainian poetry.This artistic choice also enhances the brand's premium positioning by using intricate, detailed illustrations that exude sophistication and craftsmanship. The dramatic contrast of the illustrations against the black background further emphasizes luxury while creating a visually compelling narrative that resonates with both cultural pride and indulgence.
The idea of packaging design arose from the name of the series. Each name of the fruit candy series echoes the widely known lines of prominent Ukrainian poets of the 19th-20th centuries, seamlessly integrating cultural heritage into the product.For example, Cherry Garden draws inspiration from the line 'A cherry orchard near the house...'—a poem by Taras Shevchenko, a renowned Ukrainian poet, thinker, and public figure of the 19th century. Similarly, Roses and Grapes reflects the famous words 'Roses and grapes are beautiful and useful' from a poem by Maxim Rylsky, a Ukrainian poet and public figure of the 20th century.These poetic references create a meaningful connection between the product and the cultural legacy of Ukraine, elevating the confectionery experience into a celebration of art and tradition. The carefully designed collages of fruits, flowers, and birds visually narrate these poetic themes, ensuring the packaging resonates emotionally with both local and global audiences while maintaining its premium appeal.
Environmental considerations played a significant role in the selection of materials and printing techniques for Una Luna Confectionery Packaging. We prioritized recyclable paper-based materials to reduce the environmental footprint while ensuring a premium feel. The use of matte varnish not only adds a sophisticated, tactile finish but also minimizes glare, making the intricate collage illustrations more visually impactful without requiring additional coatings.Copper foil embossing was chosen as a sustainable alternative to traditional metallic finishes, offering a luxurious effect with lower material waste and energy consumption during production. This thoughtful combination of eco-conscious materials and techniques allowed us to achieve a balance between environmental responsibility and the high-end aesthetic that the Una Luna brand represents.
The decision to use a black background was driven by its ability to evoke sophistication, timelessness, and luxury, making it the perfect canvas for the intricate collage elements. The dark backdrop allows the vibrant fruits, flowers, and birds to stand out with dramatic contrast, emphasizing their richness and detail.The designer employed an unusual illustration technique—a collage, where each composition is meticulously assembled from individual elements. These collages are crafted to reflect the name of each series, such as Cherry Garden or Roses and Grapes. This approach not only plays on the name of each series but also vividly conveys the lushness and beauty of Ukrainian nature. At the same time, the black background and minimal lettering introduce a sense of modernity and elegance, balancing the traditional richness of the imagery with contemporary design aesthetics. This harmony enhances the premium positioning of the Italian chocolate products while celebrating cultural and artistic heritage."
The creative process began with an in-depth exploration of the fruit flavors and their symbolic and cultural significance. Each candy variety was matched with fruits, flowers, and birds that complement its essence and name, creating a visually cohesive and meaningful representation. For example, Cherry Garden features lush cherries paired with delicate blossoms to evoke the poetry and abundance of nature, while Roses and Grapes combines elegant roses with ripe grape clusters, symbolizing beauty and richness.The individual elements were carefully illustrated and then arranged into intricate collages that harmonize with the name of each series. The compositions were designed to feel both abundant and refined, with a focus on balance and symmetry to draw the eye. These vibrant details are set against a black background to enhance their visual impact and ensure each variety is distinctly recognizable while maintaining the overall elegance and premium identity of the brand. This meticulous process allowed the packaging to communicate the unique qualities of each flavor while celebrating Ukrainian culture and nature.
The typography in Una Luna Confectionery Packaging was designed to balance readability with the ornate richness of the collage illustrations. We opted for clean, minimal serif fonts that convey elegance and complement the luxurious aesthetic without competing with the intricate visuals.The text placement was carefully planned to avoid overlapping the central collage elements, ensuring that both the illustrations and the typography could shine. The restrained use of lettering, combined with its placement on the black background, enhances legibility while maintaining a harmonious visual hierarchy. This approach ensures the brand and product names are immediately clear, reinforcing the premium feel of the packaging without detracting from the lush, detailed artwork.
The poems by Taras Shevchenko and Maxim Rylsky served as the conceptual foundation for the design, influencing both the visual elements and the storytelling approach. For Cherry Garden, inspired by Shevchenko's famous line "A cherry orchard near the house...," the design incorporates lush cherries and delicate blossoms to evoke the imagery and nostalgia of a serene Ukrainian landscape. Similarly, Roses and Grapes, drawn from Rylsky's line "Roses and grapes are beautiful and useful," combines vibrant roses and grape clusters, reflecting the harmony of beauty and abundance celebrated in his work.These literary connections resonate deeply with the target audience, especially in Ukraine, by evoking cultural pride and a sense of identity. For international consumers, the designs offer a glimpse into the richness of Ukrainian poetry and nature, adding depth and a unique narrative to the premium confectionery experience. By bridging poetry and visual art, the packaging creates a sophisticated, culturally enriched product that appeals to both emotional and aesthetic sensibilities.
The most challenging aspect was striking a balance between bold shelf presence and the subtle sophistication required to convey a premium product. To ensure the design stood out, we used vibrant, intricate collage illustrations of fruits, flowers, and birds set against a dramatic black background. This high-contrast approach immediately captures attention in a retail environment crowded with lighter and more conventional designs.At the same time, to maintain the product’s premium feel, we incorporated refined typography and minimal lettering, ensuring the composition felt luxurious rather than overly busy. The use of copper foil accents added an additional layer of elegance, reflecting light subtly to attract interest without detracting from the rich artwork. By carefully balancing these elements, the packaging achieves a striking visual impact while preserving its upscale, sophisticated identity.
My background in interior design played a significant role in shaping the spatial composition and layering techniques for Una Luna Confectionery Packaging. In interior design, balance, hierarchy, and the strategic use of space are critical, and I applied these principles to the packaging layout.The collage elements were layered with careful attention to proportion and visual flow, ensuring each fruit, flower, and bird had its own space to shine while contributing to a harmonious whole. Negative space—like the black background—was used strategically to enhance contrast and depth, much like how open spaces in interior design can create a sense of luxury and calm.This approach allowed for a rich, multi-dimensional composition that feels both abundant and refined, mirroring the thoughtful arrangement often seen in high-end interior spaces. It ensured the packaging not only stood out visually but also communicated a sense of balance, sophistication, and premium quality.
Una Luna Confectionery Packaging sets a strong precedent for integrating cultural storytelling into luxury packaging, and I see this approach influencing future trends by inspiring brands to embrace their unique heritage. By weaving elements of art, poetry, and nature into the design, Una Luna demonstrates that packaging can be more than just functional—it can also serve as a medium for sharing cultural narratives.Looking ahead, I envision more luxury confectionery brands adopting similar approaches, using design to tell stories that connect deeply with consumers. This could include collaborations with artists, references to regional traditions, or even multisensory experiences that combine visual storytelling with tactile and sustainable materials. Una Luna’s success shows that consumers are increasingly drawn to products that offer not only premium quality but also meaningful, culturally rich experiences, setting a new standard for creativity in the industry.
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