Aregi – Healthy Snacks Packaging Design
ABOUT
Aregi is an Armenian snack brand offering a diverse range of fruit and vegetable chips, including apple, carrot, beetroot, pumpkin, and eggplant varieties, alongside crispy cheese snacks.
Aurora Baréalisse was tasked with developing a distinctive packaging identity that would make Aregi recognizable on store shelves, communicate the ingredients behind its products, and introduce a fresh, engaging perspective on snacking.
The creative challenge was to establish a recognizable identity across multiple product varieties while giving each flavor its own personality and visual appeal.
THE CONCEPT – EVERY INGREDIENT HAS A PERSONALITY
The central creative idea was simple: What if the ingredients themselves became the heroes of the packaging?
Instead of relying exclusively on conventional product photography or ingredient illustrations, we developed a family of expressive characters inspired by the actual fruits and vegetables used in Aregi’s snacks. Each character has a distinct personality, expression, and activity. The carrot becomes an energetic tennis player, the beetroot lifts weights, the eggplant enjoys music, and the pumpkin swings on gymnastic rings. These playful scenarios transform familiar ingredients into memorable brand personalities, introducing humor, movement, and storytelling into the packaging. The characters also create opportunities for consumers to recognize individual products through their illustrated personalities, rather than depending solely on flavor names.
THE DESIGN SOLUTION
We built the packaging around a consistent visual system that combines a clean white background, bold green typography, expressive ingredient characters, and appetizing images of the actual snacks. The white packaging provides a fresh, uncluttered canvas, allowing the colorful illustrations and product imagery to stand out. Deep green typography creates visual consistency across the fruit and vegetable chip range, while the playful lettering introduces an energetic, approachable character.
Each package features a combination of three key elements:
a distinctive illustrated character representing the main ingredient,
realistic product imagery communicating the appearance and texture of the snack,
consistent graphic structure that connects the different varieties into one recognizable product family.
For the vegetable mixes, we extended the concept by bringing several characters together into group compositions. The Mexican-inspired mix introduces an additional layer of storytelling through sombreros, musical references, and expressive illustrations. The cheese chips follow the same overall brand logic while introducing a warmer yellow and orange palette, playful cheese-inspired graphics, and a separate character concept to distinguish the product category.
ILLUSTRATION AND VISUAL LANGUAGE
Character development was a defining element of the project. We created anthropomorphic illustrations that give each ingredient human-like expressions, gestures, and accessories. Their personalities are communicated through visual details such as headphones, sports equipment, facial expressions, and movement. The characters were designed to work individually and as a group, allowing the brand to maintain a unified visual identity while developing distinct narratives for different products. The packaging also incorporates realistic snack imagery, dynamic compositions, handwritten-style details, and graphic symbols communicating product attributes.
This combination of expressive illustration and product-focused design creates a balance between entertainment and clear product recognition.
THE RESULT
The final packaging system gives Aregi a cohesive and recognizable shelf presence, connecting its fruit, vegetable, and cheese snack varieties through a shared visual identity.
The character-driven approach introduces storytelling into everyday snack packaging, helping the products communicate their ingredients and individual personalities in a memorable way.
By combining distinctive illustrations, bold typography, consistent brand elements, and appetizing product visuals, we created a packaging design system intended to attract attention, support product recognition, and strengthen Aregi’s identity in the competitive snack category.