Mon Café
Figuratively speaking
Tomatdesign agency carried out a re-design of shaped sugar trademark Mon Café owned by Rusagro. The main target was to eliminate deficiencies of the current design while retaining continuance of the existing visual codes of the trademark. The design audit performed by the agency revealed the need to adjust the main packaging design elements (illustrations, TM logo) and the actual product demonstration.
In the updated packaging, the illustration is now free of excessive detail that created unnecessary visual noise, thus shifting the attention to the actual character. Once devoid of the plot component, the illustration basically makes the character a significant part of the packaging design. The bright highlight color renders the package more chances to be noticed on the shelf and fits it better into the product category.
The main target was to eliminate deficiencies of the current design while retaining continuance of the existing visual codes of the trademark.
The illustration is made by Igor Kamenev, the well-known artist from Moscow, in a multilayer watercolor technique.
The logo gained in size advantageously and got rid of its former aggressive dynamics. The product is demonstrated in a simple and realistic manner, conveying a clear understanding of the packaging content to the consumer.
The packaging before and after re-design
Client: Rusagro
2012