Packaging as a tool in the fight for gender equality


Zagreb, Croatia

Vegeta is a universal food seasoning, an original blend of dried vegetables and spices which makes every meal taste better. Although it was the first universal spice in Central and Eastern Europe 65 years ago, today it has a lot of other competitors. The question is how to differentiate?

The idea was inspired by the fact that Vegeta was not only an ordinary spice but also a tool created by a woman for women in their fight for gender equality.

In the post-World War II era, women entered the workforce seeking economic independence and equal distribution of household chores. During this transformative period, in 1959 Professor Zlata Bartl invented Vegeta which significantly reduced cooking time and allowed even the least experienced men to create delicious meals.

Now, 65 years later, Vegeta has become a household name featured in millions of kitchens and exported to more than 60 countries globally. However, even though most women work, household chores remain unevenly distributed. To honour Vegeta’s origins, Podravka and agency Bruketa&Zinic&Grey created a limited edition anniversary packaging to remind the whole family to share their household chores.

The graphic elements on the packaging reveal Vegeta’s rich history and status in popular culture. The packaging is also a physical gateway to a curated online collection of simple recipes created by the extensive Vegeta community. The packaging was designed as a tool for all those guys who are still figuring out how to hold their spatula like a pro. It even includes step-by-step instructions for dishwasher use for dummies.

A limited edition packaging is made of cardboard and aluminium and glue-free. Its design pays homage to the original metal packaging, often repurposed as the trinket storage tin.

It was put on sale for one day only – 8th March, International Women’s Day.

For some, equality is still hard to digest, but everything tastes better with Vegeta.