With its new product innovations, Becel is presenting a range of trendy spreads, and a reduced, colourful brand image including a new Becel logo has been developed by the Hamburg agency Hajok Design to match.
The innovations are aimed at expanding the margarine category with a tasty range of products. redefine. Margarines that are 100% plant-based and contain a super oil, yet are free from preservatives, lactose, gluten and artificial colours and flavours.
With the launch of the new spreads in the flavours Coconut & Almond, Avocado & Lime and Walnut, Becel wants to attract new and younger consumers and offer existing customers something new. The products will initially be launched in the Netherlands, with other European markets to follow soon.
„For the new Becel flavours, we have developed a Reduced design that supports the holistic, natural product concept. The independent, trendy typography complemented by the round shapes and fresh colours make the products eye-catching and offer the ‚Hero’ ingredients an ideal stage. With this new design, Becel is also unveiling its new logo for the first time. The heart shape, created from blades of grass, conveys the brand's focus on 100% plant-based flavours,“ explains Becel. Madeleine Weiss, Design Director at Hajok Design.
Brand differentiation
The Becel product innovations were to be clearly differentiated from the core range, but still be a recognisable part of the brand. Various concepts were tested in an intensive process. The decision was made in favour of the „Taste“ design route, which ‚Hero’ ingredients and the Colour coding of the varieties in the foreground.
[infotext icon]Hajok Design has been the European lead agency for the Becel brand since 2014 and has revamped the brand's entire portfolio across Europe, from margarines to oils and cooking creams to coffee creamers, among other projects.Guido Hagenaars, BCS Strategy & Innovation Director Becel blilanziert: „Hajok has done a great job to create the new Becel with us. With designs that are much tastier and more natural and the development of a great new logo. Last but not least, they helped us to implement the design in all our countries, adapted to the local market situation.“
