Pavic is a local company supplying the market with a variety of high quality meat products. The latest project collaboration with Pavic was branding for a new line of products made of chicken meat. This extensive project included a packaging design for thirteen different products, as well as a mini website and promotional materials. Pavic commissioned our agency to create both the verbal and visual identity of the brand. The main objectives of this comprehensive project were threefold; brand positioning of the new chicken product, to establish efficient communication with the market and to assure a successful product placement through a new brand identity and packaging design. Shift took a unique approach that created a distinct personality for the new product line when compared to the existing Pavic product lines. The starting point was to create a striking name. The chosen name Pixi represents mythological creatures that are generally kind, mischievous and attractively childlike. This name fits well with the product range of chicken products, and it also has a playful note which could be very well used in the product packaging design development. We recognized that using an illustration of chicken in the logo design would add value to the brand recognition. A vibrant colour system with a dominant yellow colour was chosen as appropriate for this range of products, as it evokes friendly and inviting feelings. The challenge of the project was providing the client with a solution accompanied by significant shelf appeal. Within the project we designed a functional mini website, and different promotional materials including catalogues of products and a book of recipes.