Pearlfisher Revolutionizes the Russian Baby Food Market

HOW Design Live speaker Hamish Campbell and the creative team at Pearlfisher recently aimed to revolutionize the Russian baby food market with their brand creation for Sami-s-Usami, a new brand and range of products created by Umnitsa, one of Russia’s baby-food companies. No easy task, but Pearlfisher pulled it off with brand strategy, identity design, packaging design, website design and brand communications.

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We’ve admired Pearlfisher’s fun use of color over the years, particularly in their holiday packaging design, so we’re happy to see that color plays a prominent role in this brand creation.

Pearlfisher says the designs are “bringing children and adults together at mealtime.” How? Pearlfisher centered all their design solutions on one main idea: Play with your food.

But don’t go tossing mashed potatoes just yet. Pearlfisher decided that understanding food should be fun, and engaging, so they incorporated that idea into the packaging with the mustache device that you see on all the products. The mustache signifies the key ingredients and also encourages fun interaction between children and their parents at mealtimes. How fun is that?

In addition to the mustache on the packaging, Pearlfisher created a series of illustrated characters, including a chef and a fishmonger, who carry the products’ theme into the online realm and also communicate the quality of the ingredients.

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What do you think? Does this project give you any design inspiration?

You can hear from Pearlfisher creative director Hamish Campbell at HOW Design Live Online in his session “Designing for Success.” In this session, you’ll get a better idea about the important connection between good design and good business—an intersection often overlooked. Pearlfisher’s Hamish Campbell will present with David Hartman, Senior Creative Manager at Target, to discuss the role of design for brands big and small and how design can make a positive impact on business.


If you were a Big Ticket attendee at this year’s HOW Design Live please contact Lyn Menke lyn.menke@fwmedia.com to receive access to all conference videos.

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