MORE THAN PASTA AND RICE
By DBOD, Amsterdam, Netherlands
For Koninklijke Ahold Brand AH
Highly Commended in category Design & Branding
In subcategory Packaging - Own Brand
Project Description
Dealing more consciously with food is no longer only reserved for 'foodies'. In fact, taste and convenience can go hand in hand with healthy and responsible food. Albert Heijn fulfils a pioneering role in this development within the Dutch supermarket channel.
The literal and metaphorical feeding of consumers who make increasingly conscious choices, is one of the strategic spearheads of the market leader.
The 'critical mass' shop at supermarkets. People from a variety of target groups, with the common denominator that they are keen on quality, a wide and varied selection, reliability and a good price-quality balance. At the same time, this is also the ever-growing group that wants to be inspired when shopping and that always considers issues such as sustainability, health, convenience and taste to be of paramount importance.
The introduction of Albert Heijn legume pasta and rice is in line with this need; a healthy diet of 100% legumes, which is tasty and prepared relatively quickly.
The literal and metaphorical feeding of consumers who make increasingly conscious choices, is one of the strategic spearheads of the market leader.
The 'critical mass' shop at supermarkets. People from a variety of target groups, with the common denominator that they are keen on quality, a wide and varied selection, reliability and a good price-quality balance. At the same time, this is also the ever-growing group that wants to be inspired when shopping and that always considers issues such as sustainability, health, convenience and taste to be of paramount importance.
The introduction of Albert Heijn legume pasta and rice is in line with this need; a healthy diet of 100% legumes, which is tasty and prepared relatively quickly.
Agency Solution
AVOIDING CLICHÉS
Legumes in a small case of pasta or rice, a trend from the vegan corner, has been made accessible by us for everyone who is concerned with (more) responsible and (more) conscious food. We avoid the existing category clichés with the remarkably minimalistic design. The packaging is virgin white with nimble design and a striking window. The graceful growth of a legume plant has been worked into the font, creating the optimal synergy between illustration and typography. In this way we give the packaging an attractive playfulness which is simultaneously tight and radiates quality.
With these refreshing, accessible and tasty looking packs, legume pasta and rice are 'suddenly' the responsible alternative for the less healthy fatteners who are oh so tasty but do nothing for your daily vegetable requirement.
Legumes in a small case of pasta or rice, a trend from the vegan corner, has been made accessible by us for everyone who is concerned with (more) responsible and (more) conscious food. We avoid the existing category clichés with the remarkably minimalistic design. The packaging is virgin white with nimble design and a striking window. The graceful growth of a legume plant has been worked into the font, creating the optimal synergy between illustration and typography. In this way we give the packaging an attractive playfulness which is simultaneously tight and radiates quality.
With these refreshing, accessible and tasty looking packs, legume pasta and rice are 'suddenly' the responsible alternative for the less healthy fatteners who are oh so tasty but do nothing for your daily vegetable requirement.