Aleva
EXPLORING THE UNIVERSE OF TASTE
Packaging design
Aleva has long stood as a regional leader in the market of powdered cooking ingredients, with its ice creams established as a beloved summer treat. Despite its strong market presence, Aleva faced fiercer competition from both local and international brands, which boasted larger marketing budgets and more robust distribution networks. The pivotal battleground was the retail shelf. It became imperative that the packaging not only stand out but also captivate the consumer’s eye and imagination at the point of sale.
The strategy relied on a distinct background color, enhanced by unique visual elements, to forge a strong block and compelling presence on the shelf. The consumer’s impulse to purchase was stimulated by the mouthwatering depiction of an ice cream scoop and the swirl of juicy ingredients, promising an adventure in taste. This synergy of elements formed a packaging visual solution that stands out and boldly differentiates itself from competitors’, igniting the consumer’s imagination and impulsiveness associated with the category.
My contribution spanned the project’s entirety: from engaging in client meetings to grasp their vision and objectives to spearheading the creative strategy. I led the transformation of this strategy into tangible design proposals, orchestrated the presentation designs, and refined the final design developments. My responsibilities extended to overseeing the photo shoots, mastering photo manipulation, and controlling prepress and production processes.
