The health food stores want to sharpen their image. To this end, the traditional co-operative's own brands have been redesigned and repackaged. Elaborate pouch packaging is at the centre of the packaging series.
Health food shopsImmediately, images of slightly dimly lit shops appear in the mind's eye. That's where you used to go with mum or grandma to buy healthy but perhaps not overly attractive food.
Times have changed. The health food shops that have existed since 1887 certainly have an image problem, as Rainer Plum, Management Board of Health food co-operative, admitted in a newspaper interview two years ago. The approximately 900 health food stores in Germany now present themselves as specialists for high-quality Vegetarian and vegan organic food.
The high quality of the company's own products is now to be emphasised more clearly. To this end, the Own brands thoroughly revised. The brands Holo and Lihn are largely being replaced by a standardised and exclusive health food store own brand.
200 health food products need to be repackaged
This is a challenging task. The following must be repackaged bit by bit 200 products, including nut butters, dried fruit, nuts, sweeteners, trail mixes, dried figs, quinoa flakes and fruit spreads.
The manufacturer of our own products since 1954 is the company „ReformKontor“ from Zarrentin am Schalsee in Mecklenburg-Western Pomerania. The local marketing department was in charge of the „relaunch“. The packaging texts were written „in-house“ and were based on the fictitious Sample customer „Erna“. She is around 30 to 40 years old, went to the health food shop with her grandmother, grew up with her own garden and pays attention to healthy and sustainable nutrition.
This „story“ was also the basis for the Agency Zebra from Chemnitz, which created and realised the packaging design. It is dominated by clear but muted colours, clear typography and illustrations of the ingredients.
Packaging bags with barrier functions
The product portfolio is dominated by a number of Glasses and Folding boxes especially from Pouch packaging. Here, those responsible opted for plastic bags with a matt surface and a pleasant feel.
Of course, it was important that the bags Suitable for food are. According to the information provided, this is also the reason why no Recyclates are used in their manufacture.
The various film layers have high Barrier properties on. Above all, they protect the contents from the penetration of oxygen and ensure that flavours, vitamins, unsaturated fatty acids and antioxidants are not lost. A water vapour barrier keeps nuts, seeds and seeds crunchy and fresh and prevents dried and soft fruit from drying out. Furthermore, some bags for sensitive products are equipped with a Gas barrier to keep protective gases in the packaging. Of course, care was also taken to ensure that no mineral oils could get into the food.
Erna„ is going on tour so that the new packaging and the tried-and-tested health food products don't just catch the eye of regular customers. Health food store teams visit trade fairs, markets or festivals with a “food truck„ and demonstrate the products directly.
