The “wertvoll” fruit spread
Services
Client
Year
Food upgrade innovation from Göbber: full of fruit, wholesome and delicious!
Naming / Branding / Logo / Packaging / 2D-Design
Göbber
2024
Sweet fruit & superfood seeds and kernels
A new brand identity for a fruit spread innovation: healthy, high-fiber seeds and kernels in sweet fruit for the bread roll.
To combine this delicious but unknown combination of two elements in a modern and indulgent product design, we divided the label in terms of colour: purple on the left as the brand color for “valuable” and a contrasting color on the right for the coding of the individual flavours.
Strawberry, raspberry, mango-passion fruit and strawberry-guava, each with chia seeds, linseed, sunflower seeds provides the body with fiber and omega-3 fatty acids and gives a delicious crunch.
We combine a delicious fruit illustration with a lightly illustrated seed illustration, which is typographically explained. The bright colors create an eye-catching color contrast on the shelf and support the product story in an appetizing way.
4 Flavours & delicious variants
The name and the brand logo
In several design sprints, we developed name options that were tested in market research. “Wertvoll” (=”full of value” meaning “full of good things”) proved to be descriptive, functional, but relevant in the zeitgeist of nutritional orientation.
The signet on the logotype visualizes itself ambiguously and shows either a bird or a giving hand. This ambiguity makes the logo unique and emotional.
The Brand Codes
The color division precisely separates the “worth” and the “full”, as well as the hand versus the bird and the branch of the hand, or the tail feather of the bird. Firmly defined typos in capitals or lower case letters characterize the brand appearance.
The bird as a signet can also be used on its own in headlines. All identity-creating brand assets and their design rules were clearly described in a brand manual.
The Brand Campaign
Even a more functionally oriented brand needs emotionally appealing communication, and in order to make the brand more accessible and lighthearted, the emotional “fiderallala!” trimmer plays with the song of the bird.
The headlines, like the logotypography, are always in lowercase letters and play with the valuable grains and their nutritional benefits in a cheerful and inviting way. The layout of the campaign is clean, modern, presents the product from the hero perspective and focuses on the essentials.
