Working with Caroline, we developed a range of candidate names and visual styles and put them into research. Very Very Veg was almost unanimously validated. We also developed names for sub categories such as Everyday Favourites and Unearthed Treasures to reflect the quality and price point of the produce, and composed a simple positioning statement:
‘We love vegetables, we love the big satisfying ones and the sweet little ones, the round ones, the long ones, the smooth, the lumpy and the bumpy ones. And we’re here to spread the love and help you make the most of veg!’
The packaging tells the story with photos of the veg growing and shots of cooked dishes showing the field-to-plate journey. On-pack recipes, hints and tips help buyers to make the most of their vegetables.
As well as packaging, a web site and exhibition stands, we created a suite of images that illustrated the versatility of veg for use on their web site and advertising.
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