Interview about Una Luna Collection Candy Packaging, winner of the A' Packaging Design Award 2023
The new Una Luna collection of chocolates is based on original liqueurs and Italian chocolates. But it's not only the unusual flavors that make this collection stand out. The packaging design is inspired by the energy of each flavor, presented abstractly with unexpected strokes and brush strokes created by the designer. When you take a box of Una Luna chocolates in your hands, you will feel like you are opening a real work of art and when you take your first bite, you will be able to feel all its combinations.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsWe aimed to visually translate the essence of each liqueur flavor into an abstract artistic form, using bold brushstrokes and vibrant colors to evoke taste sensations and emotions. Each stroke represents the dynamic complexity of the flavor, with colors carefully chosen to reflect its character—warm tones for rich, fruity notes and cooler shades for refreshing, citrusy profiles. This abstract approach not only breaks away from traditional food imagery but also invites the consumer to explore and interpret the flavors through a unique, sensory-driven perspective, creating a memorable and engaging experience.
The combination of full-color printing, embossed gold foil, and selective varnish was chosen to convey a sense of luxury, artistry, and attention to detail. Full-color printing brings the abstract brushstrokes to life, immersing the consumer in the vibrant interpretation of flavors. The embossed gold foil adds a tactile and visual element of sophistication, reinforcing the premium quality of the brand. Selective varnish highlights specific design elements, creating depth and enhancing the sensory experience. Together, these production techniques create a multisensory interaction that deepens the consumer’s emotional connection, elevating the packaging to an artistic expression of indulgence.
The creative process began with an exploration of the emotional and sensory profiles of each flavor. For Khrenovukha, known for its bold, spicy character, we used sharp, dynamic brushstrokes in contrasting greens and yellows to evoke its intensity and invigorating energy. Malynivka, on the other hand, inspired soft yet vibrant pinks and reds with flowing, rounded strokes to reflect its sweet, fruity, and indulgent nature. Our goal was to capture the spirit and energy of each flavor through abstract art, allowing consumers to interpret the visual elements and connect with the product on a personal, sensory level, rather than relying on literal depictions.
The black background was chosen as a timeless and sophisticated canvas that amplifies the vibrancy of the abstract brushstrokes, allowing each flavor’s energy to shine without competing elements. The gold foil framing unites the collection by adding a sense of luxury and refinement, creating a visual thread that ties the diverse flavor profiles together. This combination strikes a balance between boldness and elegance, ensuring the packaging feels cohesive as a premium collection while allowing the individuality of each flavor to stand out within its shared design framework.
Our research revealed that modern consumers, especially in the premium segment, value emotional and sensory experiences over traditional representations. Rather than using conventional ingredient imagery, we sought to capture the dynamic energy and essence of each liqueur blend. This approach reflects the abstract and layered nature of flavor itself—complex, vibrant, and open to personal interpretation. By focusing on the emotions and sensations evoked by the liqueurs, we created a more engaging and memorable experience that resonates with the consumer’s desire for artistry and uniqueness in luxury products.
To balance artistic expression with commercial requirements, we focused on aligning the abstract designs with the brand’s premium identity and the preferences of its target market. Creative freedom was directed toward crafting vibrant brushstrokes that evoke the energy and essence of each flavor, ensuring they felt unique yet cohesive. At the same time, the black-and-gold color scheme and refined typography reinforced the luxury positioning of the brand, catering to the expectations of a sophisticated audience. This harmony allowed the packaging to stand out artistically while maintaining strong shelf appeal and clear market relevance.
The key considerations were to create a packaging design that not only reflected the premium quality of the Italian chocolates and liqueur combinations but also elevated the consumer experience. We prioritized sophistication and sensory engagement, using a black background to exude elegance, vibrant brushstrokes to represent the dynamic flavor profiles, and gold foil accents to convey luxury. The combination of selective varnish and embossed elements added a tactile dimension, reinforcing the indulgent nature of the product. Every detail was carefully crafted to align with the exclusivity of the brand and ensure the packaging felt as special as the product itself.
The abstract expressions were inspired by the sensory and emotional profiles of each flavor. For each variant, we considered the taste intensity, mood, and cultural essence of the liqueur. Bold, sweeping brushstrokes were used for vibrant, energetic flavors like Citrynivka, with warm yellows and oranges to evoke zest and brightness. In contrast, softer, more fluid strokes with deep purples and blues were chosen for calming, rich flavors like Chornytsya Nalyvka, symbolizing depth and indulgence. The color palettes and brushstroke styles were carefully crafted to visually convey the unique personality and experience of each flavor, creating a multisensory connection between the packaging and the product.
Creating the Una Luna Collection Candy Packaging during the challenging circumstances of 2022 in Ukraine deeply influenced our approach. The adversity fueled a desire to celebrate resilience, creativity, and the beauty of life through bold and expressive designs. The abstract brushstrokes became a metaphor for energy, movement, and hope, while the vibrant color palettes symbolized the richness of flavors and emotions. Despite the hardships, we focused on crafting a design that felt uplifting, luxurious, and timeless, demonstrating the power of creativity to overcome challenges and inspire positivity.
The success of the Una Luna Collection Candy Packaging highlights the growing consumer desire for packaging that goes beyond functionality to deliver an emotional and sensory experience. This innovative approach to abstract flavor representation sets a precedent for luxury confectionery packaging by encouraging designers to explore artistic, non-literal expressions of taste and identity. I envision future trends leaning more into personalized, story-driven designs that use abstract visuals to create deeper connections with consumers, combining artistic freedom with premium, tactile materials to redefine the luxury packaging landscape.
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