SLADOVO – Cookie Packaging Design for a Confectionery Brand in Uzbekistan

The delicious cookies from the "Sladovo" brand are familiar to many. They were selling quite well in the Korzinka supermarket chain. But there was a catch: the products were presented to customers in completely transparent, plain plastic bags.

When the client came to us, they had a natural and very valid fear: "If we ditch the transparent bags and switch to closed, standard wrappers, won't we scare off our customers? What if sales drop?" People were used to buying these cookies because they could literally see what they were getting.

However, there’s another side to the coin. With basic, transparent packaging, it was impossible to increase the product's perceived value—or its price tag. For Sladovo to stand shoulder-to-shoulder with major, recognizable brands on the market, it needed truly premium packaging that inspired trust.

We dove deep into market research, analyzing store shelves and consumer psychology. Consumers want to see what they are buying beforehand—that’s a fact. There's a reason we say, "Seeing is believing."

Transparency was the brand's main strength, but visually, it made the product look incredibly cheap. So, the puzzle we had to solve was this: how do we create packaging that looks modern and expensive, while still showing the customer the treats inside?

We took a comprehensive approach to the task:

• The Design Illusion: If you look at the renders, you'll notice a unique visual trick on each wrapper. We created an illusion where a part of the packaging appears to be torn open, revealing a mouth-watering, highly realistic cookie inside (like the rich jam in "Fruticake" or the vibrant "Mindalki" macarons). This completely resolved the client's "the product must be visible" pain point. Now, buyers "see" the cookie not through a dull plastic bag, but through a tasty, creative design.
• Logo Upgrade: While preserving the brand's history and spirit, we gave the logo a modern facelift, making it cleaner, sharper, and far more eye-catching.
• Corrugated Box Revamp: The brand didn't stop selling products by weight (in bulk). Instead, we updated the design of the retail corrugated boxes to perfectly match the new individual packaging. This ensured complete brand consistency across all touchpoints.

Our calculated risk paid off 100%! After hitting the market with the new packaging, our client happily reported that the results exceeded their expectations, and sales figures were outstanding. Buyers warmly embraced the new design, and the product's market value increased significantly.

Initially, we were commissioned for just 5 SKUs. However, because the client loved our work and the tangible results it brought, they entrusted us with designing 5 additional new products. On top of that, they ordered a comprehensive Brand Guidebook to ensure all their social media pages and brand communications maintain a unified, professional style.

Best of all, Sladovo took its new, internationally competitive look to global exhibitions, where they successfully participated and secured major new partners for export.

P. S. According to the Statistics Agency of Uzbekistan, the country produced 152.1 trillion UZS worth of food products in 2025. This represents a 9.7% increase compared to 2024. The city of Tashkent alone accounted for a massive 27.6 trillion UZS of that total. Who knows, perhaps behind these impressive figures—and local manufacturers confidently conquering new markets—there is a small but proud contribution from the Minim team, "tailoring" beautiful, high-converting outfits for their products!