Unico is a project by the famous TV presenter Julia Vysotskaya, a daily diet delivery service.

The main project symbol is a yellow fresh lemon. Julia’s idea is that it reminds of Italy, of an easy and careless life on the coast, filled with sun, sea, fruits, and long walks in the mountains. The diet content is also linked to Italy: there are a lot of fresh vegetables, herbs, berries, and fruits.

Unico brings the joy of life and delicious food, and not just the time free from cooking. This is the overall message of all Vysotskaya’s projects: Food Embassy, Let’s Eat at Home, Julia’s Kitchen. Julia promotes food diversity and life without restrictions. Fun, balance and inner harmony are the main things for her.

Unico’s daily diets are divided into two groups: Daily и Premium.

Each direction has three standard diets: Weight Loss, Fitness and Balance. All similar services offer the same diets. The fourth option, Reboot, is based on the author’s nutritional system designed by Julia Vysotskaya. Each diet includes breakfast, lunch, dinner, afternoon luncheon, supper, and snacks that can be used throughout the day.

We needed to not just develop a visual brand image, but to solve other important tasks set by the customer.

1. To create a vivacious image without making the brand look cheaper. “An emphatic package message is that our customer’s day should start well. A beautiful heartwarming package arrived at them; they open it and see a WOW dish!”

2. To place a lot of essential information on the packaging, for a customer to read it correctly. “Each line should have its own color to strengthen the feeling of changing the diet. Differentiation is also important for packers because when they start packing orders, they should understand what goes where.”

3. To minimize packaging and printing, reflect the brand’s conscious eco-friendly approach. “We aim to minimize packaging and printing. The customers’ main complaint is that they receive a lot of paper, and the cost of the product wrapped in it is low. We want the customers to understand that they spent money on good products rather than packaging, that we care about the environment, and that we have not choked them with even more trash.”

Based on the market analysis and customer references, we have identified two main work areas and selected a set of examples for each of them — a mood board. This approach helps feel the overall brand mood as accurately as possible, better understand how the customer perceives the visual style, and make the direction of work narrower and clearer.

The main task is to develop an identity concept for Unico; not only to make the packaging attractive but to think through a convenient handling system for it. Since the product structure is quite complex, the entire identity system should be built on this structure to become truly functional.

That is why we started with a detailed packaging system analysis. This is the foundation of the concept, and it is crucial to make sure that this system meets all the requirements: environmental friendliness, sustainability, and zest for life.

Floral motifs in the first solution help create the right mood without inviting too much attention, and without distracting from the system. The brand name comes to the fore, and the lemon serves as an additional sign and can be placed on other media while maintaining the link to the brand.

The second solution is specifically minimalistic. Here, the structure comes to the fore and becomes the design itself.

The third solution is an additional one. In this approach, we use light, careless, minimalistic illustrations, a delicate layout, and simple labeling. This meets the contemporary design trends where everything is simple and clear while preserving a zest, a soul.

Each of the offered solutions meets the task but in different ways. A wider sleeve, like in solutions 1 and 3, works well to hide possible product flaws during packaging and transportation. Solution 2 responds to the need for the environmental friendliness and reduces the quantity of packaging.

The customer has chosen the first concept from the suggested options. The next step is to make a full-fledged solution out of it, refine and work out the details.

The first level of dividing lines into daily and premium ones is the color of a container. A white container is used for the daily line, while a black container means premium.

The front side of a sleeve is divided into several zones. Each zone completes its task, and its content may vary. The only unchanging zone is the logo.

Each diet has its color. On the front side of a sleeve, the color appears only on a small area, it is mostly seen on the sides.

When the solution was finalized and approved by the customer, we prepared a guidebook — a complete guide on how to use the corporate identity, and scale it onto the packaging and other media. The guidebook contains references to all identity materials: fonts, a logo, illustrations, layouts, and templates. This useful tool helps the brand quickly solve everyday design challenges.

At the very beginning of the project, the customer highlighted three essential tasks:

— to create a vivacious image without making the brand look cheaper,

— to arrange the information on the packaging so that both buyers and packers could quickly find what they need,

— to minimize packaging and printing.

The resulting identity solves all these tasks. There is little packaging, and every part of it — a container, a film, a paper sleeve — can be recycled. For each container, it is clear what kind of dish it is: “Here is my breakfast, the Reboot Daily line, a green tag on a white background. And here is my husband’s breakfast — Keto Premium, a pink tag on a black background.” In addition, bright yellow lemons, black olives, and fresh green tree branches create a great mood. We say thank you to Ekaterina Kalashnikova for the illustrations used in the corporate identity.