Elvea re-design mainstream range

Design: DesignRepublic
Location: Belgium
Project Type: Produced
Client: Elvea
Product Launch Location: Europe
Packaging Contents: Tomatoes
Packaging Substrate / Materials: Cans, Cardboard, Aluminium

Relifting & uniformising the Elvea tomato range without losing its original look & feel.

Elvea is a real heritage brand in Belgium when it comes to tomatoes.

When asking people about the Elvea brand, most people spontaneously refer to “the blue packaging with yellow”. The brand’s color is engraved in people’s mind. Baring this heritage in mind, we worked on making the packaging more appealing, easier to navigate throughout the wide range, clarified a clear communication hierarchy on the packaging and last but not least, we made sure that the packaging and branding stands out in the shelves.

We made the packaging design more appealing by using a modern typography accompanied with a handwritten font, if additional product information is necessary, or to highlight specific information. We clarified an uniform communication hierarchy for all the packaging (1.brand / 2. sub-range / 3.flavour) and a clear color coding. This resulted in an easier navigation for the customer and also more shelf impact thanks to putting the logo much bigger than it was before.

The redesign was a big success for Elvea, which marked its position as the leading tomato brand in Belgium.

What’s Unique?
Relifting without losing the original look and feel + DesignRepublic also did the photo styling showing that ‘banal’ products can also be photographed beautifully.