Soldis Communications Renovates Biscuit’s Image

The package was to give the idea of an excellent, fresh and mouthwatering biscuit inside.

08/05/08 LLC Bolshevik, one of the leading Russian confectioners and sweets distributors, commissioned Soldis Communications agency to undertake the restyling of its Tornado biscuits brand. The brand needed a modern and readable logo and the customer oriented design.

‘Our main aim was to “cure” Tornado’s package. Its logo was hardly readable, the biscuit and its fillings did not look good or natural. The package was to give the idea of an excellent, fresh and mouthwatering biscuit inside,’ comments Marina Gaskova, strategic planner at Soldis Communications.

The new Tornado’s package was to reach female comparatively low–income target audience of 35-44 years old. Such women appreciate homemade food and buy biscuits for their families and friends at work. They do not see much difference between brands and chase not for brands but for tastes, that is why Soldis’ designers paid much attention to the images of the product itself and its fillings description.

Design studio director Dmitry Karpov comments: “We managed to combine brand’s key visuals familiar to the customer with innovative photorealistic graphics. This camera work has plenty of nuances: light, shooting angle, arrangement. Playing with these devices we add texture, create light shadows, and achieve natural look. We proceed by harmonizing image elements by computer graphics work. We highlight product’s strengths through emotion-giving packaging”.

Realistically-looking and quality images of fillings contribute to the idea of quality and healthy product. The idea is also communicated through the leafy background and a special billet: Contains natural Jam. “I am convinced that there is nothing more attractive than natural simplicity” says Dmitry. “Add more natural savours and this will work. Nature is the best source of inspiration”.

The new design created by Soldis fully transmits the brand’s motto: Tornado is a slim natural product that just melts in your mouth.