Nur&Garden — Packaging Design for Private Label: From Rice to Dried Fruits

At the initial stage, we were tasked with designing packaging solely for natural polished rice (in 1 kg and 5 kg formats).

The design had to fit the Private Label business model. That means we needed to create a cohesive and universal concept that, much like Korzinka's "365 kun" and "Из Корзинки" or Makro's private "M" brands, would perfectly suit any other products added to the lineup in the future.

To optimize printing costs, the design had to consist of a maximum of 6 colors.

As the saying goes, "Measure twice, cut once." Before diving in, we tested the waters. We deeply analyzed the shelf situation and competitors' packaging. We took into account that buyers appreciate clean, minimalist designs free from visual noise.

The core of our strategy was this: even if the product type changes tomorrow (whether it's rice, oil, or fruit), the buyer must instantly recognize the Nur&Garden brand upon seeing the packaging. If a buyer likes one product from the brand, they will confidently buy another tomorrow without hesitation.

To achieve this, we first developed 2 conceptual variants of the brand's face — the logo — and the client approved the most fitting one.

To create a unified visual language, we utilized geometric lines and intersections on the packaging. These lines became a bridge connecting all of the brand's products.

Right in the center of the packaging, we left a transparent window. Since our main product at the time was "Lazer" variety rice, we paired this window with an appetizing image of plov (pilaf). If sales of rice suitable for mastava or other dishes are launched later, only the food image in the center will change depending on the rice type, while the overall concept remains intact.

To demonstrate how this design would look on other products in the future, we also adapted and showcased the design for sunflower oil.

There is an apt saying: "Appetite comes with eating." Not long after, completely satisfied with our solutions, our client returned with new projects — a lineup of green tea and dried fruits.

• Green tea packaging: Taking the client's tastes and vision into account, we maintained the approved visual lines and created a clean design that reflects the naturalness and warmth of tea leaves.
• Smart Private Label solution for dried fruits: Pistachios, almonds, peanuts, raisins, and dried apricots... Creating separate, expensive packaging for each of these would clearly be an unnecessary expense for the entrepreneur. Therefore, we developed an identical visual concept for all the dried fruits.

What's the secret? Just like the systems used in large supermarkets, only the label (sticker) with information on the back changes depending on the product type. This was the most optimal and correct solution, drastically reducing the manufacturer's costs.

Starting with just rice packaging, we built the visual foundation of a strong FMCG brand capable of fully taking over supermarket shelves tomorrow, looking cohesive and reliable in the eyes of the buyer. The core lines and windows did not lose their logic across the entire lineup. On the contrary, they sharply increased the brand's recognizability.

Proper packaging design doesn't just please the eye; it expands the business. Open the doors to new markets and limitless opportunities for your brand together with the MINIM agency. We will turn your product into a leader that takes its rightful place on the shelf and wins the hearts of buyers.