Quantum Graphics has developed a packaging design for a new brand of pelmeni in the middle price category. The line includes 4 types, with different flavors – with greens, with butter, with black pepper and classic ones. The goal was to stand out in the middle price segment with modern design, to create a positive emotional perception in comparison with competitors at a similar price. The logo is supported by the character – the cook, a resident of the fictional town of Krutogorsk, where we make our pelmeni. The packaging design is a launching pad for the subsequent development of the legend of Krutogorsk and its inhabitants in advertising communications.