Development of the packaging design concept of meat products for grill Shpagel.
The basis of the design concept constitute two bright and colorful brand characters –  Belarusian fabled being Tsmok and his friend Shpagel, an excellent meet cook. They live in a fantasy land called Smakotandiya (derived from the word «smak» which means flavor) and are known all over the world for the grilled dishes they make.
The image of Tsmok is borrowed from old Belarusian tales where he is depicted as terrible and severe monster. But here he is shown as kind and charming creature. His firebreathing superpower helps Shpagel grill delicious wieners, small sausages, shashlik, and thick short sausages on Shpagel`s sword that he uses as a brochette.
The brand characters are shown with delicate humor in playful situations in the light and expressive author`s gravure-style illustration. They cook the product that is featured as a photo, and this smoothly complements the graphic image.
In addition to charming appearance Tsmok and Shpagel have their own story in the rich Belarusian language told in the form of short legends and fables about their friendship and love of grilled meat dishes.
These short legends are placed on the label (individually for each SKU). This prolongs contact with packaging and makes customers consider and taste other products of this TM.
Bavarian shashlik: Tsmok grills shashlik!
“Smakotandiers loved Tsmok very much. He was kind and cooked tasty food. People from all the neighboring places came to see the wonder: a kind dragon who does not eat anybody and serves tourists with the yummiest shashlik.
His friend Shpagel precooked meat, and Tsmok grilled it. And Smakotandiya soon became famous for picnics and feasts prepared by Shpagel and Tsmok.”
Images of Tsmok and Shpagel in the author`s illustrations, effective play of meanings of the characters` names as well as exciting legends and fables in the rich Belarusian language smoothly fitted in packaging create bright and rememberable national design that effectively distinguishes the product on the shelves.
Designed by: Fabula Branding, Belarus.