Ready for new markets: The market for vegan products is growing rapidly and more and more consumers are opting for high-quality, plant-based foods. This development offers enormous potential – an opportunity that Vitaquell wants to exploit with the Vitaquell product launch. In addition to its established presence in health food stores, the brand is now also aiming to expand into the food retail sector in order to reach new customer groups and make its innovative products accessible to a broader target group.
For the launch of six vegan products by Vitaquell, we developed a strong and sustainable packaging concept that conveys the brand’s values and ensures clear brand recognition in a competitive market. Our goal was to develop a modern and appealing design strategy that would appeal to both existing and new customers.
The basis for this reorientation was a strategic brand workshop in which we defined the core values and positioning of the new product line together with Vitaquell. Building on this, we developed a packaging design that not only creates a strong differentiation from the competition, but also ensures a high level of attention on the shelf. Especially in the growing market segment of vegan foods, it is crucial that products are convincing at first glance and appeal to customers emotionally.
The product launch comprises a total of six new vegan organic products: a plant-based alternative to butter, four delicatessen salads and a spread. The variety of flavors of the products and their high-quality, organic claim are reflected in the modern design. With this well thought-out concept, Vitaquell has succeeded in positioning itself as an authentic, innovative and sustainable brand in new markets and establishing itself in the long term.
We developed a creative name for the butter alternative: Vegan BUt beTTER. The typography, wordplay, and color scheme come together to create a fresh, modern look that reflects the brand’s values, clearly communicates the product’s added value and type, and appeals especially to young, trend-conscious target audiences. The design ensures strong brand recognition, stands out from the competition, and at the same time conveys the product’s high-quality, plant-based nature.
The playful yet clear design makes the name memorable and invites people to interact with the brand.
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