AH More than Pasta, more than rice

Derrick Lin


Agency: dBOD/ VBAT Group
Senior Design Director: Ditte Glebbeek
Brand Director: Evelyn Hille
Project Type: Produced, Commercial Work
Client: Albert Heijn
Location: Amsterdam, The Netherlands
Packaging Contents: Leguminous pasta and rice
Packaging Substrate / Materials: Cardboard, plastic
Printing Process: Offset

New Generation Pasta, legumes in a pasta jacket, a trend from the vegan corner, is made accessible by us for everyone who eats responsibly and consciously.

With a remarkably minimalist design, we are far away from existing category clichés. The packaging is virgin white with a light design and a striking window. In the typography we have incorporated the graceful growth of a legume plant, creating optimal synergy between illustration and typography. In this way we give the packaging an attractive playfulness that simultaneously is tight and radiates quality.

With this refreshing, accessible and tasty-looking packaging, leguminous pasta and rice are ‘suddenly’ the responsible alternative for the less healthy fat-makers who are ‘oh so tasty’ but do nothing for your daily requirement of vegetables.

What’s Unique?
With Albert Heijn legume pasta and rice, a New Generation Pasta has been created that meets the increasing need for healthy food that is tasty and ready to be served relatively quickly. The packaging concept is in line with this and uses elements that you would normally not find within the category Private Labels. Think of the punched window in the shape of a legume. This window is adapted for each pasta variant to the legume from which it is made. The synergy between illustration and typography created by incorporating the graceful growth of a legume plant in the font is also special, as is the serene, virgin white packaging that feels silky soft.