It was important to retain the interest of the existing audience while also engaging a new one — Gen Z. To strike this balance, I kept their pattern and logo, but added the color black, the Nori sub-brand logo, and a flavor illustration.
Balance of styles
Young people, 50/50%, 15–30 yo
TA
Medium +
Segment
The packaging should appeal to a younger audience while still fitting within the brand's core portfolio
Task
Problem
No packaging design
(2025)
5 Morey
Сommercial project
Nori
Ranks among the TOP 3 fish canning brands in Russia. In addition to its fish SKUs, '5 Morey' is actively developing its vegetable canning segment. The company decided to add a new product to its lineup — natural chips made from sea kelp
The large 'Nori' lettering references Eastern culture, which resonates with the younger segment of the target audience. The '14 kcal' badge and vitamin icons are key elements for health-conscious consumers who choose snacks based on their nutritional profile. This positions Nori not as 'just chips,' but as a mindful, healthy snack.
Functionality
Valery Pchelintseva
Igor Akhmadeev
Art Director
Agency
Svoe Mnenie
Designer
Elena Lavreeva
Manager
HH
Behance
Linkedin
Let's work together!
+7 (930) 914 22 06
pchelintsevavaleriya@yandex.ru
