01. Overview
Print materials for a healthy food brand
Kupiec is a family-owned Polish food company founded in 1987. A specialist in healthy, natural products - rice and corn cakes, instant oatmeals, granolas, cereal cookies, wafer leaves and private label manufacturing - the brand has built its reputation on quality, transparency and a commitment to clean-label nutrition.
With a growing product portfolio and an increasingly international commercial presence, Kupiec needed a suite of professional print materials that could represent the brand consistently across trade fairs, B2B meetings and export markets. The engagement covered product catalogues, sales folders, promotional leaflets and product data sheets.
02. The brief
Sell the brand, not just the product
Kupiec's primary audience for these materials was B2B buyers - retail chains, international distributors and private label partners - rather than end consumers. This shifted the design goal from emotional shelf appeal to commercial credibility: the materials needed to communicate scale, quality certifications, product range depth and production capability.
At the same time, Kupiec's consumer brand identity - clean, natural, warm - had to remain intact. The brief was to work within the existing brand guidelines and elevate them into the print medium without creating a disconnect between the consumer-facing and trade-facing faces of the company.
Core brief
Create a family of print materials that gives B2B buyers everything they need to make a purchasing decision - product specs, packaging options, certifications - while still feeling like they belong to a premium, health-focused food brand.
03. My role
Agency lead on a won tender
The engagement came through Skillo, my own design agency. We won the tender for the Kupiec print materials, which meant taking on full responsibility for the work - from brief intake through to press-ready files.
I led all design work personally: briefing the client, conducting desktop research on competitive positioning, authoring the product requirements document, producing lo-fi layout proposals, running feedback sessions, and iterating through to final hi-fi deliverables ready for print production.
04. Design process
From tender win to press-ready files
The project followed a structured agency process, shaped by Kupiec's clear brand guidelines and the concrete commercial requirements of the materials. Each phase built directly on the output of the last.
01
Client briefing
Structured interview with the client team to capture product range, target markets, distribution channels, certifications and key commercial messages. The brief was documented and signed off before any design work began.
02
Desktop research
Competitive analysis of how comparable European food brands - particularly in the healthy snack and private label segments - present themselves in trade print. Identified gaps and opportunities relative to Kupiec's positioning.
03
PRD & specification
A product requirements document defined the scope, format, print spec, page count, content hierarchy and visual priorities for each deliverable. This became the shared reference point for client alignment throughout the project.
04
Lo-fi proposals
Multiple layout directions were presented as lo-fi mockups - enough fidelity to evaluate structure and hierarchy, without investing time in executional details that might change. The client selected a direction and provided consolidated feedback.
05
Feedback & iteration
An initial feedback session with the client resolved remaining questions about tone, content balance and specific product presentation requirements. Hi-fi designs were then produced and reviewed in further rounds until the client reached full satisfaction.
06
Press-ready delivery
Final files were prepared to print specification - correct colour profiles, bleed, crop marks and embedded fonts - and handed off to the client's print production partner.
05. Deliverables
A consistent print family across every touchpoint
All materials were designed within Kupiec's established brand guidelines - green and white palette, the signature "Healthy joy of life" script, warm food photography and the characteristic kraft-paper brown footer. The design work focused on structuring complex product information clearly, while maintaining the natural, premium feel that sets Kupiec apart in the health food category.
Sales materials overview - catalogue, sales folder, product leaflets and branded hang tag, all produced as part of the same engagement.
Product catalogue inside spreads - oatmeals and rice/corn cakes sections. Each spread combines lifestyle photography, product shots, flavour variants and detailed specification tables for B2B buyers.
Snack product spreads and the private label section - a key commercial tool showing rice cake customisation options for retail partners.
Single-product data sheets - designed as standalone B2B sales tools for individual product lines. Each sheet covers product story, key benefits, variants and full logistics specifications.
A3 product sheet for the Crunchy range - a detailed reference document for buyers showing the full range, base compositions, freeze-dried fruit options, extrudates, and packaging formats on a single sheet.
Product data sheets for premium lines (protein porridge, lentil cakes) and the company overview folder - designed for initial B2B contact, showing quality certifications, product values and the private label offering.
Private label specification spread (Polish market version) alongside the Tasty&GO promotional leaflet - a product concept for portable portion-sized cups, presented to retail partners as a new product format.
06. Outcomes
A complete print toolkit, ready for international trade
The engagement delivered a coherent family of print materials that gave Kupiec's commercial team the tools to present the brand professionally across different sales contexts - trade fairs, distributor meetings and retail buyer pitches.