POFTĂ DE RĂSFĂȚ by DR.OETKER

SUMMARY

POFTĂ DE RĂSFĂȚ by Dr.Oetker

Context:

The Mug Pudding product, part of Dr. Oetker’s Mug Desserts line, was launched in multiple markets and initially showed promising results. However, in its current form, the product hasn't achieved its potential locally. To give it a second chance, the brand needed a fresh approach, one that connects more deeply on an emotional level and positions the product as a personal treat rather than just a convenient dessert.

CLIENT:

Dr.Oetker

BRAND:

Poftă De Răsfăț

INDUSTRY:

Food

TASK:

Naming, Packaging Design

The Brief / The Challenge:

Our challenge was to relaunch the product under a new name and packaging design that would move it away from a purely functional positioning into a more emotional and indulgent space.

While retaining its recognizability and clear product structure, we were tasked with creating an identity that highlights the product’s key appeal: a sweet, creamy pudding, warm and comforting, ready in just one minute - perfect for those little moments of self-care and joy.

The Solution / The Design concept:

We developed a new name: Poftă de răsfăț, that immediately evokes a personal and emotional connection. The design follows this direction, moving away from the current Mug Pudding look and into a younger, more expressive visual language.

The centerpiece of the design is the typographic illustration: the word “Budinca” (Pudding) becomes the mug itself, with the loop of the capital “B” cleverly forming the handle. This creates a playful visual pun where the text serves both as a descriptor and a symbolic container, tying together form and function in a simple yet original way.

The illustrative style is brought to life through a collage approach, mixing hand-drawn elements and typography with realistic, mouthwatering photography of the pudding itself. This contrast places the product front and center, enhancing its taste appeal while preserving the emotional warmth of the concept.