All work 07 / 12 Packaging — 2018

Packaging Design

Premium packaging redesign for Doña Petrona’s Premium Pasta and Frying Flour, in 500 g and 250/300 g sizes.

Timeline
2018
Client
Doña Petrona — Ecuatoriana de Alimentos S.A.
Location
Guayaquil, Ecuador
Products
Premium Pasta · Frying Flour
Pack sizes
500 g · 250/300 g
Discipline
Packaging design
Packaging Design, cover image
01

Overview

Doña Petrona is the brand of Ecuatoriana de Alimentos S.A., a pasta factory in Guayaquil, Ecuador, founded in 1971.

With the arrival of a new production line able to produce premium-quality packaging, the commercial director gave me the task of redesigning the products as premium versions. Shown here: Premium Pasta and Frying Flour.

Problem
A new production line could make premium-quality packaging; the commercial director asked me to redesign the products as premium versions.
Process
Market research → thumbnails → color and panel variations → final packs and dieline.
Outcome
Premium Pasta and Frying Flour pack designs in 500 g and 250/300 g sizes.
02

Brief

A new line brought the opportunity to rebrand: redesign the products as premium versions.

Origins — Ecuatoriana de Alimentos
Fig. 01Origins — Ecuatoriana de Alimentos
Objective — premium redesign for the new line
Fig. 02Objective — premium redesign for the new line
03

Research

I began by analyzing a wide range of packages sold around the world.

Inspiration — market research
Fig. 03Inspiration — market research
04

Thumbnails and variations

Thumbnail sketches, then color options for the front and back panels.

Thumbnails
Fig. 04Thumbnails
Different variations — color options, front and back panels
Fig. 05Different variations — color options, front and back panels
05

Premium Pasta

Premium Pasta — long pasta pack
Fig. 06Premium Pasta — long pasta pack
Premium Pasta — packs
Fig. 07Premium Pasta — packs
Premium Pasta — Doña Petrona package design
Fig. 08Premium Pasta — Doña Petrona package design
06

Frying Flour

Harina “La Única”, a frying flour, with a measuring scale on the pack.

Frying Flour — package
Fig. 09Frying Flour — package
Frying Flour — dieline with sealing areas
Fig. 10Frying Flour — dieline with sealing areas
07

Brand in use

A print ad, a kitchen scene, and Doña Petrona videos from the original portfolio.

Frying Flour — print ad
Fig. 11Frying Flour — print ad
Doña Petrona products — kitchen scene
Fig. 12Doña Petrona products — kitchen scene
Fig. 13Doña Petrona Sémola de Trigo Duro — YouTube
Fig. 14Doña Petrona — YouTube
Fig. 15Festival de Frituras Crocantes Doña Petrona — YouTube