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info:

 

SILOUETTE RICE CAKE

Packaging concept, Branding, Illustration

Made at Butterflies & Hurricanes, Prague 2018

background:

 

Silouette is a rice and corn cake snack with chocolate and caramel decor, for women in their 20s-40s.

Rice cake has a bad reputation of being dry, dull diet food. On top of this, "fit" foods often depict the stereotypical slim female silhouettes as an aspirational body shape.

So did the old design of Silhouette.

idea:

 

A slim figure does not equal health, and a responsible brand should not encourage women to fast, or push unrealistic body ideals thus worsening the already severe effects of the modern diet culture.

These proposals aim at changing the perceptions of the product from diet food (or basically, a punishment) to a healthy snack.

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CONCEPT 1

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CONCEPT 2

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