After almost ten years since the last refresh, Vegeta gets a new visual expression that increases its visibility and global attractiveness. The goal is for Podravka's innovation and globally most recognizable product to attract new generations of consumers with this redesign and to additionally contribute to the general familiarity of Vegeta.
Vegeta's new look was presented at the REWE Für Sie 2024 business fair in Cologne, Germany. This fair, organized by one of the leading German and European retail chains, is an opportunity to present the new look of Vegeta, considering the strengthening of Podravka's position and its key brands, especially in the markets of Western Europe. The strategy of focusing on the Western European market has already produced results in the first six months of this year, so it was in Germany that exceptional sales growth was recorded. Compared to the same period last year in the Food segment, sales revenues on the German market grew by as much as 78,4 percent, to which Vegeta contributed to the most significant extent. Germany is the focus of Podravka's business in the coming period as well and is one of Vegeta's most important markets, which is why this market was chosen as the first one where the famous Podravka brand will appear in the new edition.
"In accordance with Vegeta's further development strategy, which aims to use its full potential, especially in foreign markets, we have made Vegeta more attractive, modern and closer to consumers around the world. We worked on the project very studiously and with great care in order to balance the historical heritage and recognition of Vegeta with the expectations of new generations of consumers. The selected design has been tested and evaluated extremely positively in several markets, which is very important in ensuring the strategic goals set - to achieve the global presence and recognition of Vegeta and maintain a strong leadership position in the sale of food additives in Europe. By redesigning the packaging, we retain the foundations of Vegeta's recognition, conveying to consumers the most important thing - the pleasure of the excellent taste of food prepared with Vegeta.", said Krunoslav Bešvir, chief director for Business Programs and director of the Culinary Business Program.
Vegeta's design elements have been changed to emphasize the most recognizable: the chef, the typography and the blue color. The color of the packaging and typography have not changed, but the Vegeta logo is cleaner and more modern. The essential character, Chef Vegeta, has been simplified and a kiss has been added to him. Another change is the introduction of the mortar element with Vegeta ingredients. In this way, Vegeta is immediately placed in its natural environment, the kitchen, and visually reflects the composition of the product.
The Vegeta redesign project was realized in cooperation with the world-renowned strategic marketing agency BrandOpus, based in London. BrandOpus is an agency that operates around the world and has expertise in designing designs that will be attractive in different markets: from Germany to Croatia to Australia.
About the cooperation with Podravka and the project itself, the director of the agency Daniel Wegrzyn said:It was a pleasure to work with Podravka on the redesign of the iconic Vegeta. During the development of the new design, we wanted to keep all the characteristic and recognizable features and breathe new life and meaning into them. The new design reflects our desire for Vegeta to play a significant role in the kitchens of consumers around the world and to help them bring out the best in every dish they prepare."
After the presentation at the fair, Vegeta in a new guise will be on the shelves of German stores, and consumers will be able to find it in Croatian stores at the beginning of 2025.
Source and photo: Vegetate
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