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Case studyFood

Seedless tamarind.Making an unfamiliar ingredient easy to understand.

An unfamiliar ingredient needs more than attractive packaging: shoppers need to understand what it looks like, how it tastes and how to use it.

Hokunex’s role
Concept, copy, images and infographics; a landscape banner
Client
A marketplace store; name not disclosed
Category
Food
Format
Product card · 11 frames
The landscape banner is a short introduction: the pack, what the product is, how to prepare it and what dishes it suits.
00 · Horizontal blockThe landscape banner is a short introduction: the pack, what the product is, how to prepare it and what dishes it suits.

How the series works

We structured the series as a step-by-step introduction to the product: what it looks like → how it tastes → how to use it in food and drinks → answers to shoppers’ questions.

A consistent warm visual language: a light background, botanical motifs, natural tones and prominent product compositions. The deliverable is ten portrait product cards and one landscape banner in one style.

Cover: the name, “a natural sour note for food and drinks” and three uses next to the pack.
01 · CoverCover: the name, “a natural sour note for food and drinks” and three uses next to the pack.
Appearance. “Dried pulp, not a dried fruit”: the product up close, with callouts explaining that the dark colour, uneven pieces and pale fibres are normal.
02 · Key frameAppearance. “Dried pulp, not a dried fruit”: the product up close, with callouts explaining that the dark colour, uneven pieces and pale fibres are normal.
Flavour. Told through familiar associations — date, dried apricot, prune, caramel — and the order of sensations: sour first, then a warm sweet finish.
03 · Key frameFlavour. Told through familiar associations — date, dried apricot, prune, caramel — and the order of sensations: sour first, then a warm sweet finish.
A drink. The most striking frame of the series — tamarind lemonade: the finished drink, a recipe for one litre and a comparison with shop-bought lemonade.
04 · Key frameA drink. The most striking frame of the series — tamarind lemonade: the finished drink, a recipe for one litre and a comparison with shop-bought lemonade.
Cooking. “A spoonful in the base”: tamarind in familiar dishes — instead of vinegar and lemon in borscht, solyanka and shchi.
05 · Key frameCooking. “A spoonful in the base”: tamarind in familiar dishes — instead of vinegar and lemon in borscht, solyanka and shchi.
Shoppers’ questions. “Three forms of tamarind”: pods, seedless dried pulp and paste — how to prepare each and what is inside. Straining has its own slide in the full gallery.
06 · Key frameShoppers’ questions. “Three forms of tamarind”: pods, seedless dried pulp and paste — how to prepare each and what is inside. Straining has its own slide in the full gallery.

Properties, figures, reviews and promises shown on the slides belong to the product and come from its product information — they are not Hokunex’s claims or reviews of the studio. The slides are in Russian: they were made for Russian-language product listings.

Other frames in the series · 4
Seedless tamarind — product card slide
Seedless tamarind — product card slide
Seedless tamarind — product card slide
Seedless tamarind — product card slide

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