SLADOVO — cookie packaging design for a confectionery brand in Uzbekistan

1. Problem

Many are familiar with the delicious cookies of the Sladovo brand. They sold well in the Korzinka supermarket chain. But there was one catch: the product was stored on the shelves in completely transparent, plain plastic packaging.

The client who contacted us had a natural and well-founded fear: "Would we scare away customers if we ditch the transparent bags for standard, closed labels? What if sales decline?" After all, people were accustomed to buying these cookies based on their actual appearance.

However, there is a downside. Transparent packaging doesn't enhance either the perceived value of the product or its price. For Sladovo to compete with large, established brands, it needed truly premium packaging that inspires confidence.

2. Study

We thoroughly studied the market, the shelf situation, and consumer psychology. Consumers want to see what they're buying—that's a fact. As the saying goes, "A picture is worth a thousand words."

Transparency was the brand's main selling point, but it significantly cheapened the product visually. So, we were faced with the following conundrum: we needed to create packaging that would look modern and expensive, but still show off the treat to the consumer.

3. Solution

We approached the task comprehensively:

• Designer's trick: Pay attention to the renders — we used a special visual technique in each package. It creates the illusion of a torn wrapper, revealing delicious, realistic cookies (for example, the "Fruitcake" with rich jam or the vibrant "Almonds"). This solution more than addressed the customer's pain point of "the product must be visible." Now the customer sees the cookies not through boring transparent plastic, but through a "delicious" texture. and creative design.
• Logo Upgrade: While preserving the brand's history and spirit, we modernized the logo, making it more concise and easy to read.
• Corrugated Box Update: We haven't abandoned the bulk sales format. On the contrary, we updated the design of our retail corrugated boxes to perfectly complement the new packaging. This ensured a consistent brand experience.

Result

Hitting the target was a complete success! After launching the new design, the client was delighted to report that they received even more than they expected—sales were excellent. Customers warmly welcomed the updated design, and the shelf value of the product increased significantly.

Initially, we agreed on only 5 SKUs. But after seeing the quality of our work and the tangible results, we were entrusted with developing the designs for 5 more new products. Furthermore, the client commissioned a comprehensive guidebook to manage social media and establish a unified, professional brand communication style.

And the best part is that with its new look, in line with international standards, the Sladovo brand successfully participated in international exhibitions and found major partners for export.

P. S. According to the Statistics Agency, Uzbekistan produced 152.1 trillion soums worth of food products in 2025. This is a 9.7% increase compared to 2024. Tashkent alone accounted for a significant share of this total, 27.6 trillion soums. Who knows, perhaps the Minim team, which creates beautiful and appealing outfits for their products, can contribute to these impressive figures and the confident expansion of our local producers into new markets!