Task
Despite the fact that more and more people get conscious about their diet and make choices in favor of healthy foods, we can’t say that in our stores there is an abundance of innovative products that meet the high requirements of modern customers. The new GreenWise brand has embarked on a mission to change the world of nutrition.
The founders and ideologists of the project are enthusiasts of healthy nutrition. Using “green” technologies developed by them, the GreenWise brand creates jerky, strips and much more from environmentally friendly textured plant protein with fiber structure. These products have the texture and taste of meat, so they can easily replace it in the diet of people who for one reason or another decided to say no to animal protein.
Now the company produces jerky (dried “meat”) and strips (sold in dry form, after soaking they acquire the fiber structure of meat, so you can cook a full second course). The plan is to expand the range and to produce ham, ready-to-eat meals and more. The company extends beyond Russia – according to American Forbes, it is one of the most promising food startups in the world.
Solution
The original packaging was made using the classic codes of meat snacks. However, it scared the consumers, and also the Russian market has some special features. We’ve said no to any graphic elements that refer to meat snacks. It was necessary to emphasize the innovation and originality of the product.
We were inspired by the idea of plant-based products and have created modern, bright and easy communication. Through all the points of contact with the brand – from packaging to website, from merchandise to logistics packaging – the design is inspired by the forces of nature and by garden figures that create an easy and recognizable character of the brand. We’ve focused on emotional, bright and clear packaging. The food zone clearly shows the product while all the important functional information – benefits, recipes and composition – is on the back of the package.
Idea
Greenwise is the garden in which we grow our green products. They grow under the careful supervision of technologists and nutritionists and become a real work of art – not only an ideal appearance, but also excellent taste and benefits.
Result
The Greenwise brand was among the leaders in the Forbes rating of “10 Most Successful New Brands in Russia 2020.” The brand is actively developing and introducing new and new products (burgers and vegetable fillets have already been added to the line). There are plans to further expand the product range.
In addition, Greenwise is actively developing the category as a whole. On their initiative, the Association of Alternative Food Products Manufacturers was launched, the purpose of which is to unite, support and promote producers and developers of alternative food products.
