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MAYOZHNI Packaging Design Captures Kids’ Attention Right from the Get-Go
Back in 2020, Yerevan-based gelato company, “Pink Berry”, released a new range of ice cream specifically made for the youngest sweet tooths out there.
We all know the ages-old story - more often than not, children become obstinate little ogres ready to do absolutely anything to have their way. They stamp, shout, run around and wreak havoc, making their parents’ lives a waking nightmare. Don’t kid (Get it? Kid?) yourselves. We were all in their shoes.
“Pink Berry” jumps to the rescue. Together with Doping Creative Agency, creators of Mayozhni packaging design, they’ve introduced more than simple, albeit yummy, ice cream, but a slew of whimsical characters each “little monster” can relate to.
Let’s be honest. Sometimes, ice cream is the best solution to “contain” those sweet little monsters. However, turning them into sweet little angels takes more than just a tasty treat – it's the whole experience: finding the right one is sometimes more important than sinking their teeth in it.
MAYOZHNI’s Name Speaks Directly to its Target Audience
When it comes to advertising, catering to children can be risky. Although they don’t understand the word, they can recognize condescending better than anyone.
That’s why branding professionals employ relatable visuals and storytelling techniques that capture the young audience’s imagination.
When developing the Mayozhni packaging design, Doping Creative Agency and Pink Berry, opted for another direction. Rather than mimicking the child-like aesthetics and/or speech, they fully embraced it.
To connect with the “little monsters”, they named the new product line after their own word for ice cream.
In Armenia, “marozhni" is a common slang word for "ice cream," and children often mispronounce it as "mayozhni" (pronounced "mah-yozh-nee"). Needless to say, the brand opted for the latter.
Now imagine the children's grinning faces when parents try to correct them after the “I WANT MAYOZHNI!” stops echoing in the local store. We bet it’ll taste even sweeter after they jauntily point to the wrapper.
MAYOZHNI’s Creative Packaging Design Signals Different Ice-Cream Flavors Through Quirky Characters
As an adult, we often consider the products we use and their packaging to be two completely separate things. Product is what we actually want, while the packaging (90% of the time) becomes a piece of litter to be thrown away. Children are different.
In fact, the packaging design can more often than not, overshadow the product and become the focus of a new game.
When it comes to promoting Mayozhni’s individual flavors, Doping Creative Agency created six distinct, cute little monsters that represent the youthful spirit, kids being lively, mischievous, happy, naughty, or simply – children being children.
Each flavor is a specific monster with its own set of characteristics: a cheerful smile, a set of silly teeth, devilish horns, wings, etc. However, the packaging doesn’t depict said monsters in all of their glory, but rather their beaming cakeholes (or ice-cream holes in this case), which helps children connect with their chosen one even further.
We wouldn’t be surprised to see them wear these as masks, stomping around and roaring after a hearty sugar rush.
Additionally, flavors are differentiated through a vibrant color palette, making each “monster” stand out effortlessly. Children can pick their favorite “Mayozhni” based on either the flavor or the monster design.
The Packaging Promotes Genuine Happiness Through Clever Illustrations While Serving Cool, Contemporary Design
As we mentioned, Mayozhni packaging designs are bold, creative and light-hearted. The color combination of each flavor is bright and exciting, ranging from blues and yellows to purples and reds.
Pairing them with illustrations and flowy typography adds a layer of fun and bubbly shapes and elements that almost dance on the wrappers. It's a proven trick that innovative packaging experts employ to create a sense of joy and playfulness in their designs!
While not exactly minimal (children aren’t known for liking anything minimal), the contemporary, simplistic packaging design obscures the exact look and shape of the ice cream, which in turn, evokes the game of Hide-and-seek.
There’s no denying these “monsters” will put a smile (literally) on every child’s face.
MAYOZHNI Packaging Design Brings Back the Playful, Wide-Eyed Innocence to Ice-Cream Snacks
Capturing the power of imagination can be extremely challenging, but Mayozhni achieves a fine balance of simplicity and evocative, eye-pleasing abundance.
Without any direct references, the light-hearted monster motifs also call to mind the famous Pixar’s variants (Monster Inc.). Each element promotes positivity, lightness, well-being and a healthy pinch of rebellious troublemaking.
Although the Pink Berry’s ice-cream cones are the most successful and widely known product of this company, the Mayozhni sub-brand has definitely become little children’s favorite ice cream and will continue to be so.
Due to its colorful, wholesome packaging and juicy, creative, funny characters, Mayozhni's packaging design toppled the competition with ease and deservingly snatched our DesignRush’s best packaging design award!