New Foods Inc., an undisputed pioneer on Russia’s snack market, launches its new product. Seeds of Happiness (Rus.: «Семечки счастья») — extra large white sunflower seeds of Turkish origin — definitely have all the chance to conquer the shelves and to win customer’s affection. A grotesque creative concept is built on anthropomorphic portraits of Seeds which are accompanied by their monologues — their visions of happiness (and much positive vibe).
So, what is happiness actually? Winning of a favorite soccer team, nostalgic memories on summer vacation, or romantic feelings, or ecstatic summer night rave? In all of that some seeds of happiness could be found. Client: New Foods. Concept, character design, copywriting, calligraphy, packaging design.