Derrick Lin


Design: REGGS
Photographer Johma: Jan Schartman
Photographer REGGS: Ingemar Paalman
Project Type: Produced, Commercial Work
Client: Johma
Location: The Netherlands
Packaging Contents: Salad
Packaging Substrate / Materials: Plastic

With nearly 17 million Dutch having their daily bread, our goal was to develop a no-nonsense proposition for Johma’s award-winning Bread & Toast salad range. The brief was simple, created a future proof design that remains true to Johma’s overall identity but is also distinctive for the Bread & Toast range and flavours.The new design should tell a story of sustainability, family values and culinary expertise.

We set out to make the ordinary special again through a new look and feel that brings to life a broad and varied pallet of flavours and is inspiring for today’s demanding consumer. The new packaging evokes a sense of traditional craftsmanship and focuses on the healthy, delicious ingredients. The design also comes with the ‘better life’ hallmark and a recognisable, more playful logo. Whereas the tasty recipes on the packaging inspire you to take the product from shelf and use it in refreshing ways.

Meanwhile, Johma’s Bread & Toast range brings people together at the table. The effective rebranding shows that design is a strong sales tool that can connect to a broad audience. To top it off, Johma’s ‘Gevuld eitje’ has been awarded product of the year 2017 – 2018.