Biologically active additives are not medicine, but an addition, incentive for health improvement. Thereby the base of the packaging conception became the idea of motion and changes. “Active” product for active people – that’s what we wanted to reflect. That is why we chose optic illusions as the graphical method.

So called op-art and the shape of the packaging strengthen the product’s character: to reflect muscle relief, – we form verges on the packaging by drawings, and to transmit the effect of the muscles activation and trainings, – we lead the viewers through the throbbing pattern to the centre, accelerate metabolism by centric circles.

Also, optic illusions force to “move and change” the shape of the packaging, which contains the product, capable to improve human’s life, help him to transform.

And of course, such an effect is calculated for attracting customers, that can’t pass by the bright “moving” spot. That is why we gave the facing pattern the main role. All extra information is placed on the dies: at the bottom for Vitime, to stress the width of the men’s shoulders, and in the middle for Dietelle, to demonstrate female waist.

The color palette of the lines reflect the product’s taste and becomes the identity element for every SKU. And the infographical language helps to sort out quickly in purpose and application.

Project manager: Ilona Koltinyuk
Art Director: Irina Shmidt
Copywriter: Natalia Medvedeva

Designers: Irina Shmidt, Olga Feldman
Typographer: Konstantin Birukov
Technical Designer: Andrey Ananiyev
Project Manager: Anna Dokunina