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FALERO PACKAGING

Falero is a popular established brand of fruit jellies. The Falero Pouches were redesigned with a more premium appeal, while maintaining the elements required for consumers to recognise the brand as the Falero they know and love.

Intro

Falero Pouch redesign to fit with the new Mapro Signature KLD- must look like ‘Falero’ and retain its essence to be recognisable to consumers, yet look like a ‘new’ and more premium packaging. There needed to be a connect with ‘Real fruit’ emphasizing the USP, i.e. a large percentage of actual fruit in the product, far more than all competitors.

Redesigning the Falero Pouch under the Mapro Signature Series (which is a well established brand in its own right with its own loyal following) was a careful balancing act. We had to keep in mind that the visual language was already deeply ingrained and the signature pack needed to fit in with it, remaining recognisable for the consumer as Falero, but standing out as something fresh.

Thus, we decided to focus on what was most basic to Falero and simply work with the real hero behind it— the fruit.

With the primary focus being the actual fruit, we created a realistic texture as the background using photographs of fruit skin, to feel as though the skin of the fruit was being peeled when the pack was opened.

Photographic ‘real fruit’ images were crucial for brand recall, so our design was dominated by it but minimally used. The real fruit texture was subtly used (to real scale) in the background of the pack, almost making it seem as though it was the actual fruit.

A single fruit was positioned in the center of the pack as the hero, the image of the fruits are real size images to bring the whole real fruit concept to life. We also added fruit shaped windows on the back of all the packs to show the yummy candy inside.

Based on local research, we learned that customers like to see their candy before they purchase it, so we created a transparent window cut out on the back of the pack, ensuring an easy turn-over-and-view experience for all to directly look inside and see the Falero, and other candy they know and love.

At first sight, our new design will strike you as a Falero packet, but in the background, we created a realistic texture using photographs of fruit skin. Focus on representing Falero flavours as real fruits through packaging.

Strawberry fruits texture scaled according to actual fruit size. Strawberry in the middle of the pack is also real size.