Research results
The main insight that formed the basis for the development of the packaging idea is the desire of a
woman to escape, to disconnect from the daily hustle and bustle, even for a short time. This time
gives you a break, an opportunity to collect your thoughts, recharge your inner strength to continue
further movement.
Creative concept
As part of the Celebration method, we gave women a projective task. It was necessary to imagine that
the chips become animated and they organize a holiday to which they invite guests. The guests had to
prepare a gift that is not fundamentally related to chips, but close in value. One of these values was
the hammock – a symbol of escape, relaxation.
Not Armenian lavash, but bakeits/beykits
It was important to correctly position the product in the premium segment. "Armenian lavash" is not
perceived as an expensive product. This is how “wheat bakeits” appeared.
