OTVETDESIGN

Sunfeel

Free fruit and vegetables

Task

Rebranding a line of canned vegetables and fruit.

Context

There are many players with different positioning in the market of canned vegetables and fruit. Although it can not be said by the labels. All competitors use roughly one trick, to be exact a direct demonstration of the product in an appetizing foreshortening. Moreover, this is done as seriously as possible, in the context of given at one time ideas about careful makeup.

It was also important to identify the following trend during the research — interest in products grown as naturally as possible: on the open ground, in the sunrays, without any chemical additives.

Moreover, this interest was fixed among representatives of the target audience with different income levels, including those who cannot afford the brands marked "Bio" or "Organic".

The target audience is loyal consumers of canned vegetables of various price categories attentive to the choice of products.

Strategy

The strategy was based on the idea of "free" products. What distinguishes sun-grown vegetables and fruit from their fellows are parched in stuffy greenhouses?

A taste for life. Also, just a taste. They know what the real is, not the electric sun. They know the morning dew and the fresh breeze, the burning-hot midday air, and the refreshing cool of the night.

They took all this in, making it part of their saturated and rich taste.

In the Sunfeel brand, only natural fruit and vegetables from the south, where there is a lot of sun light and warmth, are selected for conservation, where the most delicious fruit ripen.

Concept

Taking into consideration the absolute seriousness of the competitors' labels, the agency decided to give the brand a bit of a hooligan character. Such a one that is peculiar to free vegetables and fruit.

From the labels, self-sufficient and confident gifts of nature look at us through sunglasses — bright, juicy, full of vitamins, and understanding of their value.

Each vegetable in the jar is unique and has its own unique style. Also, its unique taste. Even its unique character. Moreover, altogether, they are one large family of root crops, relatives of varying degrees of distance.

Implementation

The main characters of the packaging are fruit and vegetables. They have no chemical additives, just natural beauty and taste. That’s why there are no additional "decorations" and details, just the image of the product in the packaging.

Without drifting the emphasis, without shifting it aside from fruit and vegetables, we nonetheless achieve dramatic and voluminous characters, as well as expressive packaging.

The natural handwritten font keeps on the theme of identity and special approach. Calm kraft background emphasizes the brand’s environmental friendliness.

Effectiveness

Loyalty

The new design has resounded on social networks: customers actively shared photos of the attention-catching packaging with the #sunfeel hashtag, adding recognizability to the brand and increasing the number of loyal consumers.

Profitability

The manufacturer has succeeded in increasing the added cost of products for 7% without any additional investments.

Representation

The brand entered the premium chains and succeeded in gaining an additional 15% of the market.

Range

The new packaging contributed to an increase in the average bill — customers preferred to take different products of Sunfeel brand, collecting an entire "family" of fruit and vegetables in their basket in that way.

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Rebranding and packaging design for the brand of canned vegetables and fruit

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