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Nadezhda Parshina is the founder and creative director of the branding agency Ohmybrand. She taught the Packaging Design module on the Visual Communications course at the British Higher School of Art and Design. She currently teaches the online course "Packaging Design for the Real World" at Bang Bang Education. Nadezhda also actively participates in conferences dedicated to packaging innovation, which underscores her professionalism and expertise in this field.
She is the winner of international packaging and design competitions such as Pentawards, German Design Awards, and European Design Awards. These awards confirm the high level of creativity and innovation in packaging, emphasizing the importance of design in modern business. Recognition on such prestigious platforms demonstrates that the developed solutions meet the highest standards of quality and aesthetics.
Nadezhda shared advice for designers on creating packaging, emphasizing the importance of change in this process. She noted that appealing to national identity in packaging design is an important aspect that helps create a unique and attractive product. Using cultural elements not only distinguishes a product from its competitors, but also establishes an emotional connection with consumers.
In this interview, you will learn about:
- why, when creating packaging, you need to think about the idea first, and not the technical implementation;
- how consumer trends influence packaging;
- what experiments are taking place with Russian visual culture and why this is important.
About training and the correct view of graphic objects
Nadezhda, you completed the Visual Communications course at the British Higher School of Art and Design. You mentioned that this course changed your perception. What do you mean by "reassembled"?
A teacher who had a significant influence on me was Leonid Feygin, co-founder of the branding agency DDVB. Studying at this agency and creatively sharing knowledge with my classmates was a true reset for me. I began to perceive the world around me and the professional aspects of my work in a new way.
I remember how, in the middle of my first year, I studied posters, book covers, and logos, unsure how to evaluate their quality. Old notions were shattered, and new ones had not yet taken shape. However, by the end of my studies, I had developed a clear system for analyzing graphic objects that takes into account audience, context, and cultural characteristics. I learned to perceive information in multiple layers and became accustomed to viewing everything from different perspectives. This allowed me to gain a deeper understanding of visual communications and their impact on the viewer.
When I look at the Moscow Philharmonic poster, I immediately notice its context. It is a message about a significant event, posted on the façade of the Philharmonic. It is important to evaluate whether it is necessary to clarify that it is the Philharmonic, which images of musicians to use, and how the poster stands out from the crowd. It's also worth checking whether the poster's style is in line with current trends and harmonizes with the music being promoted. Next comes a deep analysis of the graphic composition and fonts. This allows us to understand whether a unified and clear narrative is being created that will attract attention and convey the main message to the viewer.
We also strive to optimize the student learning process on our course. Our goal is to impart key knowledge and skills necessary for successful professional careers. We focus on creating an effective educational environment where each student can develop their abilities and apply their acquired knowledge in practice.
My course is aimed at changing students' perceptions, so that they begin to rethink the world around them and their actions. In this course, I collaborate with Alina Yukhnevich, former Director of Private Label at X5 Retail Group, who now works at Sberbank. She shares her knowledge of design with a focus on business challenges, while I teach how to create effective solutions. We strive to provide students with practical skills that will help them apply their acquired knowledge to real-world projects.
Teaching helps structure my experience. Preparing lectures requires me to systematize knowledge in order to effectively convey information to the audience. This process helps me understand and organize my thoughts, as well as make them more accessible and understandable to others.
I am also inspired by the creative work of students, who often present original graphic solutions. These projects demonstrate fresh ideas and an unconventional approach, which helps develop my creative thinking and search for new possibilities in design.
The process of perceiving a new product begins with the structure of the brain and the characteristics of human thought. It is important to take into account that a certain cultural context already exists in the buyer's mind, shaped by upbringing and previous experience. It is necessary to analyze the market situation to understand what the buyer will compare the new product to. This knowledge helps better tailor the offer and effectively communicate with the target audience.
The packaging design development process includes several key stages. First, market and target audience research is conducted, which helps to understand the needs and preferences of consumers. Next, a design concept is created that reflects the uniqueness of the product and its benefits. At this stage, it is important to consider the color palette, fonts, and graphic elements that will be used on the packaging.
After this, several sketches are developed, which are then discussed with the team and the client for feedback. It is important to take all comments into account and make any necessary adjustments. Then, the final packaging layout is created, which is checked for compliance with technical requirements and regulations.
At the final stage, preparation for printing and the launch of packaging production are carried out. Each of these steps plays a significant role in creating an effective and attractive packaging design that will attract consumer attention and make the product stand out on the shelf.
About the approach to creating visual communication
Students often make a number of mistakes in packaging design that can negatively affect the perception of the product. One of the most common mistakes is insufficient attention to the target audience. Packaging design must take into account the preferences and needs of consumers, otherwise it will not attract attention.
Another common mistake is design overload. Too many elements, bright colors, and fonts can be distracting and make it difficult to perceive information. Effective packaging should be concise and clear to quickly convey key messages.
Students also often fail to consider the functionality of the packaging. Packaging should not only look beautiful but also be easy to use, providing product protection. Ignoring usability can lead to a negative consumer experience.
Finally, a lack of competitor research can be a serious obstacle. Studying existing solutions on the market helps you understand how to stand out and what new offerings you can offer. Proper competitive analysis helps you avoid repetition and create a unique packaging design.
By considering these aspects, students can significantly improve their packaging design skills and create more effective and attractive solutions.
I observe two main problems. The first is that students are not sufficiently visually inclined, often lacking clear guidelines. However, simply looking at case studies is not enough to develop this skill. It's like visiting a museum: it's important to know what to look for. I recommend learning, as quality visual acuity is developed primarily through practice. If you lack the skill to analyze what you see, browsing Pinterest will be ineffective.
The second problem is that students often start thinking in terms of tools when developing a brand, making it difficult to formulate an overall idea. My colleague and I teach them to approach the brand from the general to the specific, but students often get lost in the process. For example, when creating a brand for farm-raised dairy products, during a conceptual discussion they might mention a connection to nature, which could form the basis for visual solutions. However, immediately after this, students begin to suggest specific tools, such as using kraft packaging, which is a narrow solution rather than a general idea. This highlights the importance of understanding the conceptual framework before moving on to practical aspects, which is critical to successful brand development.
To achieve successful results, the right approach is essential. It's important to consider several key aspects that will help you effectively cope with tasks. First, it's important to clearly define goals and objectives so you understand what you're striving for. Second, you should develop a strategy that will help you achieve these goals. It's also important to be open to change and adapt to new conditions. This will help not only in solving current problems but also in the long term. The right approach involves analysis, planning, and flexibility, which ultimately leads to success.
Let's consider the case of Ohmybrand. One of Russia's leading canned fish producers, Yuzhmorrybflot, approached us. The company had converted a floating fish processing plant and sought to differentiate itself from competitors by emphasizing the improved quality of its products. As a result, a new brand, Dobroflot, was created, aimed at a more affluent consumer segment.
When developing the packaging, we focused on the traditional middle-aged audience, who regularly include canned fish in their diet. However, we also sought to attract new customers, many of whom may be intimidated by bright and flashy packaging. We decided not to stand out with loud colors, but instead created a more subdued design. The packaging was designed using black-and-white photographs from the archives of our company, which has been in existence for over a hundred years, emphasizing continuity and a connection to history. In this way, we strive to make the products more attractive and understandable to a wider audience.
Traditional maritime signal flags were used to differentiate the products. This allowed customers to easily remember that the packaging for canned fish in oil is yellow, natural canned fish is designated by blue, and canned salmon is designated by red. This approach to color coding improves perception and simplifies product selection on store shelves. The use of color identification not only facilitates quick product recognition, but also enhances brand awareness, which is an important aspect in a competitive environment.
We have successfully created a unique visual and emotional image, combining traditions with modern trends. For many canned food consumers, the style and concepts embedded in the packaging became key triggers. The Dobroflot brand quickly gained popularity, exceeding sales targets fourfold in just its first year. Thanks to this success, the company became a driving force at Primrybsnab, leading to a name change to Dobroflot.
On the Eco-Friendliness and Functionality of Packaging
Packaging innovations play a key role in modern business, not only protecting products but also enhancing their appeal to consumers. Key areas of innovation include eco-friendly materials, smart packaging, and functional solutions. Eco-friendly packaging made from recycled or bio-based materials helps reduce the negative impact on the environment and meets the growing demand for sustainable consumption. Smart packaging, using technologies such as QR codes or NFC, enables interaction with customers, providing product information and enhancing the consumer experience. Functional solutions, such as easy-to-open or reusable packaging, enhance product usability. These innovations help companies stand out from the competition, build customer loyalty, and drive sales.
Consumer insights play a key role in business development. Success-oriented companies conduct extensive surveys to identify their customers' problems and needs, offering unique and relevant solutions. This process encompasses not only the products themselves but also their packaging. Developing effective solutions requires the coordinated work of various specialists: marketers seek insights, designers create form, and technologists select suitable materials. This comprehensive collaboration allows companies to successfully adapt to market demands and meet consumer expectations.
Modern technological innovations are closely linked to the trend toward sustainability. A 2020 study of consumer behavior in Russia conducted by PricewaterhouseCoopers found that approximately 80% of respondents in large cities are concerned about the environment. Furthermore, 47% of respondents are willing to change their habits and pay more for environmentally friendly products. This demonstrates growing awareness and society's commitment to sustainable development.
It is difficult for companies to ignore this aspect. This is especially true if a manufacturer successfully operating in the Russian market plans to export its products to Europe. In this case, they will need to confirm the eco-friendliness of their packaging, which is becoming an important prerequisite for entering foreign markets. Eco-friendly packaging not only increases product competitiveness but also helps improve a company's image. Current trends dictate the need to transition to new technologies and the use of environmentally friendly materials. Recently, there has been growing interest in recycled plastic and compostable packaging, which safely decomposes in the natural environment. This helps reduce the negative impact on the environment and promotes sustainable development. Eco-friendly materials are becoming an important aspect of production, meeting modern consumer demands and helping businesses strengthen their reputation.
Packaging is changing not only in terms of materials, but also in design, functionality, and sustainability. Current trends suggest the use of eco-friendly and recyclable materials, making packaging more appealing to environmentally conscious consumers. Additionally, the emphasis is shifting to innovative solutions, such as smart packaging that can interact with users through mobile apps. Packaging designs are also becoming more vibrant and memorable, which helps increase brand recognition. All of these changes are aimed at improving the consumer experience and attracting attention to the product on store shelves.
The trend toward packaging functionality is becoming increasingly noticeable. Modern changes in packaging design and materials are focused on consumer convenience, significantly simplifying their daily lives. For example, just ten years ago, the idea of selling chopped salads with a long shelf life seemed impossible. Today, thanks to innovative films, it is possible to preserve the freshness of products for a long time, making them more accessible and convenient for consumers. Effective packaging solutions not only help preserve the quality of food but also minimize waste, which is in line with modern environmental trends.
The modern trend toward a healthy lifestyle is becoming increasingly noticeable, reflected in the growing demand for health-promoting products. These products include protein shakes and low-sugar or sugar-free products. Importantly, designers are actively using visual elements on packaging to highlight the beneficial properties of products. For example, the emphasis can be placed on the absence of sugar, artificial colors, and preservatives. This allows consumers to easily identify products that meet their desire for healthy eating.
The Ohmybrand team created unique packaging for the "Boar Vegan" line of semi-finished products. We placed a table with information on protein, fat, and carbohydrate content in the most prominent place so that consumers can easily access the nutritional value of the product. We also developed the image of the karma police, which playfully emphasizes the vegetarian nature of the product, making it more attractive to the target audience.
About Russian visual language
Visual language does indeed have universal features, but it can also reflect cultural and national characteristics. Each culture has its own unique symbols, colors, and styles that lend a specific "nationality" to visual content. For example, the use of certain colors can vary depending on cultural associations: in one culture, white symbolizes purity and celebration, while in another, it symbolizes mourning.
Furthermore, typography, composition, and even the choice of images can be determined by local traditions and historical context. This diversity makes visual language not only universal but also multilayered, allowing it to convey deep cultural meanings and emotions. It's important to understand that when creating visual content, these characteristics must be taken into account to achieve maximum effectiveness in communicating with the audience.
Rethinking traditions and cultural attitudes in a modern context serves as an important filter for the formation of unique ideas and compositions. At the turn of the 19th and 20th centuries, there was a pronounced trend toward identity search, when artists sought to actualize national characteristics through contemporary art. Today, we are once again on the threshold of a similar period, which is generating active discussions in professional circles. This process not only enriches the cultural landscape but also inspires the creation of fresh, relevant solutions that reflect a modern perception of traditional values.
In 2020, the Voskhod agency created a unique identity for the Ural dairy brand "Seven Brothers." The brand name refers to the famous Ural cliffs of Seven Brothers and One Sister. The graphic image was developed taking into account associations related to the Shigir Idol, which gives the packaging historical depth. The style of the packaging, especially the can of condensed milk, was inspired by Soviet design, which emphasizes the traditions and quality of the products. This concept not only attracts attention, but also creates an emotional connection with consumers, which is an important aspect in the competitive environment of dairy products.
The work of Yuldus Bakhtiozina, photographer, director, and artist, attracts the attention of even those not involved in the world of design. In her work, she deeply explores Russian aesthetics, using photography and film as means of artistic interpretation. Bakhtiozina draws attention to symbolism, fairytale elements, and nature, creating unique images that resonate with Russian cultural traditions. Her work helps viewers see familiar objects from a new perspective, deepening their understanding of Russian culture and its diversity.
The silk brand Sirinbird, created by designer Irina Batkova, is inspired by the fabulous Sirin bird and Slavic myths. The brand's core concept is to convey stories and imbue them with deep meaning through its products. Each Sirinbird product is not just an accessory, but a unique artifact reflecting a rich cultural heritage. The brand strives to combine tradition and modernity, creating silk products that fit harmoniously into the lives of modern people, while preserving the spirit of ancient legends.
The YouTube channel "Birchpunk" offers viewers unique videos about the future of Russia in the cyberpunk genre. The channel explores possible scenarios for the development of society and technology, immersing them in an atmosphere of futuristic ideas and visual solutions. "Birchpunk" draws attention to issues related to culture and innovation, and becomes a platform for discussing promising directions in the life of the country.
The search for a Russian visual style is of great importance in contemporary design and art. It allows for the creation of a unique identity reflecting the country's cultural and historical traditions. Russian visual style helps stand out from global trends, introducing elements of national flavor and authenticity to projects. In the context of globalization, it is important to preserve cultural characteristics, which contributes not only to the development of local design but also to its recognition on the international stage. Using Russian visual style in various fields, such as graphics, architecture, and fashion, helps establish an emotional connection with the audience and strengthen the brand. Therefore, identifying and implementing Russian visual style is not just a trend, but a necessity for creating meaningful and memorable content.
The importance of self-identification is undeniable. If we recognize ourselves as a unique culture, this should be reflected in our graphic solutions. Otherwise, we risk being immersed in Western cultural norms. This is a global reflection on our place in the world. When we begin to perceive ourselves in a new way, changes occur in the reality around us.
Ohmybrand has numerous successful cases that demonstrate the effectiveness of our strategies. One example is working with a client who was facing challenges promoting their business online. We conducted a detailed analysis of their current marketing efforts and identified key weaknesses.
Following this, we developed a customized strategy, including SEO optimization, content creation, and active social media promotion. The results were immediate: traffic to the client's website increased by 150%, and sales conversion increased by 40%.
Another example is a collaboration with a brand that wanted to improve its search visibility. We conducted a website audit, optimizing keywords and improving the content structure. As a result, the client's website rose to the top pages of search engines, which led to an increase in targeted visitors and increased sales.
These case studies demonstrate how Ohmybrand helps its clients achieve their goals through sound marketing solutions. We are ready to offer similar strategies to your business for sustainable growth and success.
We recently launched a brand of wild-herb tea, Wild Team. Our herbs are collected in remote corners of Altai and Siberia, which inspired us to create the image of sacred totems—pagan symbols installed in places of power. These herbs, collected in such unique locations, possess the ancient power of the earth. Thus, we developed new totems that represent energy, beauty and other important aspects of nature. Our tea not only restores strength, but also connects you with nature, giving a feeling of harmony and peace.
Some recommendations for aspiring designers
We recommend attending the Design Weekend, Design Prosmotr, and OFF conferences to gain up-to-date knowledge in the field of design. These events provide an excellent opportunity to share experiences and learn about new trends. In addition, it is important to familiarize yourself with fundamental books on design, which deepen your understanding of the profession and help develop creative skills.
Here are some design agencies from different countries whose projects can become a source of inspiration for your own ideas.
- Pearlfisher from the UK,
- Strømme Throndsen Design from Norway,
- Supperstudio from Spain,
- Luminous and mousegraphics from Greece.
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