Project Type: Produced
Product Launch Location: Italy
Packaging Contents: Plant based meals
Packaging Substrate / Materials: Cardboard
Printing Process: Offset
Kioene is the leader of plant based meals in Italy. The multiplying competitors and the increasingly crowded shelf have prompted the company to revamp the packaging of the fresh products line. The main purposes of the project have been two: building up a recognizable image for the brand and implementing appetite appeal, by creating an ownable visual code.
All this had to be done without loosing the recognizability of the SKUs, some of which are way more famous than the brand itself and real blockbusters.
The job started by streamlining the company's logo. And included all the 12 SKUs of the line. The visual invention for Kioene is based on the main feature of the product: the extraordinary amount of real vegetables used to characterize the taste and nutrition values of each recipe.
The high impact visual can be compared with an advertising campaign: the product is at the center of a sandwich and the two halves of it are the vegetables used for each recipe.