/ Contexte
Bonduelle, a key player in the vegetable market, is looking to overhaul its entire range and streamline its on-shelf identities. With strong competition nipping at its heels, the brand wants to reinvent itself by introducing a new brand universe and a unique, proprietary look and feel, designed to convey a central idea: to get as close as possible to the raw vegetable. To achieve this, Bonduelle wishes to enhance the value of each of its ranges and their distinctive features, by placing the emphasis on the naturalness and / or culinarity that characterize its entire offering. It has streamlined its portfolio to keep only the must-have references and create real innovations that are more in line with current consumer expectations. Subdesign worked with the brand on the whole of its new identity, streamlining its portfolio and creating innovations in two categories: canned and frozen.
/ Challenge
- How can we regain an edge on the shelf and assert the brand’s leadership position?
- How can we enhance the value of each of our ranges by highlighting their product superiority and creating their own identities?
/ Notre réponse
- Modernize existing codes (brand and product): give more life to the vegetable and reduce the strong presence of yellow around the brand to make way for more natural daylight.
- Develop a new graphic universe that strongly expresses naturalness by challenging current codes: twist the color green towards lighter shades and rougher materials.
- Appropriate each product with a unique name: Le Haricot vert de Bonduelle.
- Create a graphic (color) and visual (key visuals and lighting for shoots) evolution between each of the ranges, from the most raw vegetable: in its pod, freshly chopped, to the most cooked vegetable: in its serving dish. Enhance the value of the jar range by highlighting its product superiority as a product name, and by making the visual a star.
- Create a graphic bridge and cross-category design unity between canned and frozen. For example, for the pan-fried range: reprise the top view visual, the natural wood background and install a strong color code to segment this vast range.
- Accompany the brand on all these innovations and create a real visual break: the ORGANIC range, value-added products (e.g. without pesticide residues) and real product innovations like cauliflower to be eaten like rice.
