Background:
Freshona is a private label brand sold only at Lidl.
They offer affordable and high-quality food products with eco-friendly packaging.
The brand is known for their healthy and nutritious options, many of which are organic or
gluten-free.
Freshona has become a popular choice for budget-conscious shoppers who want to eat well without
breaking the bank.
Brief:
Redesign three packaging of your choice.
Clearly convey content, and brand.
Include an updated Freshona logo, existing product name, an indication
that the product is organic, and the Lidl logo. Keep existing markings such as
the EU leaf logo and the keyhole logo. Provide a full ingredient list and nutritional
information
in required languages, include weight/volume and a barcode.
According to the mandatory guidelines set by the Swedish National Food Agency, all mandatory
information on food packaging must be legible with a character size of at least 1.2 mm for
optimum readability.
This is a fictive case
Software: Photoshop, Illustrator, InDesign, Procreate
Credits: Lidl, Freshona
Freshona's Current Identity
A Fresh New Look
The New Logo
The new logo is heavily inspired by their current logo. I wanted their customers to recognize the products on the shelves when they walk by. The logo now has a more modern feel to it and can be used on any platform and on any product as a part of the design with different color variations.
Unique Patterns
Some of Freshona's current products have illustrations on them, but most of them have pictures of the contents. They also use bright colors so that the products stand out on the shelves. I decided to ditch the photos and give each product a unique pattern based on illustrations and colors matching the contents.
The New Label
My main goal with this redesign was to maintain the recognition among Freshona's shoppers but to make the products look more unique and modern. I took inspiration from many of the elements they already have to make the new label but chose a completely different font to match the new style.
The Final Packaging
