Our task was to brand the company’s new product – ready-to-heat soup in plastic packaging.
NOWALIJKA is a company dealing in the production and wholesale of products from the fruit and vegetable industry. The company has been on the market since 1999.
We started our work by conducting strategic workshops that took place at the company’s headquarters. It was attended by the owners, employees of the company and people responsible for the soup recipe. Our team consisted of a strategist, UX Designer, and Art Director. The workshop allowed for developing persona, searching for brand value and determining the tone of voice of the brand and the visual layer.
Based on the assumptions we developed together during the workshop, we came up with the idea of a name. After a few brainstorming sessions, the name – Z Natury (eng. From Nature) was created. It is to focus attention on the natural origin of ingredients and their high quality. As a complement to the name, adjectives were created corresponding to the specificity of the taste of the soup, e.g. Z Natury (eng. From Nature), the capricious Cucumber Soup, which were found on the packaging label.
After the customer accepted the name, we went through designing the logo and packaging labels. The inspiration for the logotype was vegetables and herbs found in the soup viewed from above. The priority was also an indication that the product consists of 100% natural ingredients. This was emphasized by using real photos of vegetables and placing them on the label. The label front is additionally enriched with pictograms of fresh herbs added to the soup.