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Panfruit: Still Life with Pears


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The war is going on in Ukraine for almost 3 months. Most businesses have to adjust to new realities. So does the brand of freeze-dried fruits and berries Panfruit. At the heart of the complex formulation of "freeze-drying" are processes of dehydration and vacuum freezing of products, so the dishes retain flavor and maximum nutrients. This technology makes Panfruit`s goods useful for people at war. At the beginning of the year, Panfruit joined the Small Business Support Program by the Ukrainian government and UKAID. Together with the marketing agency Nebo, the ambitious brand invented a new artistic trend. After trying the first pieces of freeze-dried fruit, the creative team realized that this is not just a snack, but a delicious creation. Thus the new brand slogan "The art of healthy snacking" was born. It was decided that the new creative platform needs a bright appropriate campaign. That`s how the idea of recreation of famous still lifes was born. Creatives decided to replace original fruits from still lifes with freeze-dried ones. The photo project has become a real manifestation of the postmodern wave: when classical art is being rethought. From the canvases of freeze-dried art, paints were transferred to real life. The heads of some Kyiv restaurants have already started creating their culinary masterpieces with the help of Panfruit. On the one hand, the project demonstrates that after being freeze-dried the fruit retains all its properties and only visually changes — becoming rough and similar in texture to the painted. On the other hand, freeze-drying completely reverses the perception of the product: it makes it more interesting, and bolder, and the textures brighter.

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