Silouette is a rice and corn cake snack with chocolate and caramel decor, targeted at women in their 20s-40s.
Insight: Rice cake has a bad reputation of being dry, dull diet food. The name and imagery of the old design aggravated this by using the well known stereotypical slim female silhouette as the desired body shape.
Idea: A slim figure does not equal health, a responsible brand should not encourage women to fast. Reposition Silouette as a healthy snack.
Design: Inspired by the body-positive campaigns, the packaging celebrates all shapes and forms, and stands for a healthy diet.
Made at Butterflies & Hurricanes, Prague