New look for Veganz

International designer Katrin Oeding and Studio Oeding have developed a new design for the Veganz brand, Europe's market leader in plant-based foods. The design relaunch focussed on the more than 120 products, including all communication measures and channels for the full vegan range.

The new corporate design developed at the end of 2018 was gradually adapted to the Packaging design of existing products and all new developments. Over 40 products are already visible in the new design in stores. By the end of 2020, all packaging designs for Veganz products will be converted to the new corporate design on a rolling basis.

Katrin Oeding, Managing Director and designer at Studio Oeding, has been working on the relaunch of the brand with her design agency Studio Oeding since the end of 2017. The strategy for redefining an entire category, pioneered by Veganz in the German-speaking world, encompassed the product range, communication, corporate design and packaging design for a new brand. More international orientation of the brand image together with the claim: „Good for you. Better for everyone.“

Basic idea of the visual repositioning

Why do organic codes always have to look the same? How do you give the Veganz brand its own identity and special conciseness in the new vegan segment without being interchangeable?

„When we started, there was no clearly defined design code for vegan. The aim was to make the brand light, tasty, personal, approachable with an eye for detail for a strong shelf impact in the European market,“ explains Katrin Oeding, who has already received more than 400 international and national design awards for her work and is a juror at international design festivals.

In collaboration with the Veganz marketing team, a contemporary design was created with Lots of handmade character and distinctiveness for the pioneer in the plant-based food market. Studio Oeding combined newly developed codes with familiar products from the organic category in order to leave the beaten track. This is how Veganz one Strong and life-affirming brand personality.

Packaging design strengthened

Every packaging communicates, which is why the Packaging design stronger for communication with the consumer. Packaging was an important communicator and source of inspiration, especially for new and unfamiliar product concepts. New materials, such as. Recycled paper with open structure (Lax packaging) in the packaging design were suggestions from Katrin Oeding.

Summery, light colours to differentiate the product ranges and varieties were used with a special photo look that communicates just one thing: Freshness! In addition, a Desired non-perfection The new design of the striped design as a torn handmade paper variant is part of this. Veganz has opted for the Eaternity label for maximum transparency decided to use the Sustainability score was integrated into the design and product communication.

„The brand is a complex entity that is always communicating. The supreme discipline is to create a new category and shape the appearance of a brand. Veganz is a pioneer in a category, and it was a pleasure to develop an innovative and holistic design concept with a focus on the international market.“
Katrin Oeding, Managing Director & Designer Studio Oeding

[infotext icon]About Veganz

Veganz is a brand for plant-based foods. Founded in Berlin in 2011, the company became known as Europe's first vegan supermarket chain. The current 120 Veganz brand products are now available in over 15,000 food retail stores and drugstores across Europe. The company works with dm, Globus, Kaufland, Edeka, Müller, Rossmann, Spar Austria and Slovenia as well as Coop in Switzerland, among others.[/infotext]

Source: Studio Oeding