We were faced with the task of developing the concept of packaging meat products under the “GreenAgro” brand. A saturated competitive market and conservatism of consumer behavior imposed special restrictions on packaging design. The course of the analysis was based on data from the research of opinions and opinions of consumers, as well as their psychographic characteristics of behavior. The analysis showed that the key needs of the target audience are in the area of the taste of the product and the naturalness of its components. It is this key moment that the agency team implemented through packaging design, creating it in three graphical versions.