Veganz – Redesign Part One

Veganz – Defining a New Product Category

For Veganz, Europe’s market leader in plant-based foods, international designer Katrin Oeding, together with Studio Oeding, developed a new design and supported the expansion strategy.

Katrin Oeding was part of an expert team in the repositioning process and has been working with her design agency, Studio Oeding, on the relaunch of the Veganz brand and its extensive product range of over 160 items since the end of 2017. The strategy to redefine an entire category, with Veganz being the pioneer in the German-speaking region, included the product range, communication, corporate design, and packaging design for a more international brand presence, along with the tagline: “Good for you. Better for everyone.”

The focus of the design relaunch of the Veganz brand is on the over 160 products, including all communication measures and channels. The new corporate design, developed in late 2018, was gradually implemented across the packaging design of existing products and all new developments. By the end of 2020, all Veganz product packaging designs will be transitioned to the new corporate design.

When the project began, there was no clearly defined design code for “vegan.” The goal was to craft a brand identity that felt light, tasty, personal, and approachable while ensuring strong shelf impact in the European market. The result was a contemporary design with a handcrafted character and a distinctive look for the pioneer in plant-based foods. Studio Oeding combined newly developed visual codes with familiar elements from the organic food sector to break conventional patterns. This approach allowed Veganz to establish a strong and vibrant brand personality.

Services

  • Brand Strategy
  • Corporate Design
  • Packaging Design
  • Type Design
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