When you possess attributes that change the category, design helps you secure your desired target segment
”Although it is a food base, Mirodenia is a product that opens up a new niche within the category: 100% natural products. We wanted to communicate this differentiator through a modern and fresh packaging design and a bold and authentic visual positioning. Thus, we were able to talk directly with Mirodenia core target: the modern housewife, for whom the food quality is very important.”
- Ștefan Ferencz, Head of Design
A 100% natural product (no monosodium or other added artificial additives), containing a small amount of salt (compared to the other competitors), Mirodenia used to be compared at the shelf level with conventional food bases. In addition, it used to compete for the same consumers’ segment (housewives, over 40 years old), who possessed a high degree of fidelity towards the products previously used.
We have repositioned Mirodenia in order to address the young(er) consumers, with a healthy lifestyle and an interest in the unadulterated taste of vegetables. The new Mirodenia talks about the natural, about healthy ingredients and about the authentic taste of vegetables.
The packaging design reflects the aesthetic preferences of modern housewives: authenticity, simplicity, hand crafting and natural. The defined visual territory is built as a differentiator within the category, by using illustrations drawn by hand, with irregular strokes and a font that mimics chalk handwriting chalk. The master packaging is expandable for various products’ recipes, with different types of vegetables.
Mirodenia consumers look for honesty, freshness and authenticity in everything they do, from their way of life to what they eat. The creative concept of communication is based on the idea that Mirodenia is nature’s the authentic product. A simple and friendly communication concept, which highlights the real attributes of the product, in an honest and transparent way.
Product Brand Strategy, Packaging Design, Product Brand Slogan, Creative Communication Concept, Creative Communication Platform, Presentation Website
A new, modern packaging design
Clarification of brand architecture at master packaging level
Implementation pf master packaging on all SKUs in the portfolio
Taking on an unique communication concept, relevant for the category
Consistency at product communication level