Ruani is better-for-you dessert company. Their first offering is gut-healing adaptogen brownies. These brownies are a healthy product designed to replace desserts high in fat, sugar and carbohydrates. They are made with natural and nutrient-rich ingredients such as ashwagandha, almond flour, avocado oil, organic pasture-raised eggs and unrefined coconut sugar. All flavors are free of gluten, dairy, refined sugar, GMOs and harmful chemicals.
The result is a modern, clean, vibrant and distinctive design. It was very important to us to design packaging for a healthy and light product that cannot be mistaken for a traditional brownie. This dessert is free of gluten, refined sugar, lactose, soy and chemicals, and it was important to highlight these qualities.
Therefore, we decided to show the product in an unconventional and much more dynamic way, with the ingredients and crumbs floating to convey lightness and give more movement to the design. Another important factor was the placement on the left side, because studies show that objects placed on the right side are perceived as heavier. This is due to what is known as “processing fluency”: objects that are in danger of falling are usually placed on this side.
A system of icons was developed to communicate all the benefits of the product in a clear way, making it easier to read. Unlike the design of other healthy products, we avoided overloading the front with information, as this type of resource can cause friction and mental exhaustion in the consumer.