French Charm, Marshmallows and a Lady with a Dog

Background The Udarnitsa factory, the manufacturer of Sharmel marshmallows, has launched a brand called Sharmel Belle. The dessert is available in various flavors: vanilla, cranberry, and strawberry smoothie. This product differs from the classic Sharmel marshmallows made with agar. The marshmallows are made with natural pectin and have a distinctive tartness, which over 30% of consumers consider a classic.

The target audience for Sharmel Belle is active women who value not only taste but also the brand’s philosophy, seeking a balance between quality and affordability.

Challenge To develop a packaging design for a line of marshmallows aimed at a female audience and evoking associations with French style, in keeping with the brand name.

Solution The UPRISE agency team used delicate shades, French motifs, character illustrations, and embossing to evoke an emotional response in the audience.

The packaging retained recognizable elements that evoke a sense of comfort and nostalgia. The image of a French woman with her dog, stopping at her favorite street café, created the cozy and recognizable atmosphere of a “small French town.”

The font and character evoke tenderness and associations with French culture, which helps strengthen the emotional connection with the customer.

Thanks to the carefully chosen aesthetics and emotional imagery, the brand gained renewed appeal while maintaining its French style even in a more accessible version.