Bonduelle, a European leader in packaged vegetables, has three different categories of products on the Italian market: canned, fresh, and frozen vegetables. While Bonduelle has a strong position in the first two segments, it was suffering strong competition in the frozen vegetables segment from the two leading brands – Findus (Unilever) and Buitoni (Nestlé). Bonduelle decided to relaunch it’s frozen vegetable business on the Italian market by introducing a new line of basic vegetables packed in special plastic bags that reproduce steam cooking when heated in a microwave oven.
A tutto vapore!:Full steam ahead for a frozen vegetable line
Challenge
Landor was asked to develop a brand name and a visual identity focused on the end benefit of quick-and-easy steam cooking, the healthiest and most appropriate way to cook vegetables because it preserves taste and nutritional properties. The name and identity needed to be consistent with Bonduelle’s values of innovation, energy, dynamism, and joy.
Solution
Landor created the brand name “A tutto vapore!”, which literally means “full steam” and also “at full speed.” The name communicates steam cooking, quickness, and ease of preparation with a dynamic, fresh, and friendly style. The visual identity reinforces the message: a blurred blue logo projects a gauzy steam effect, while water drops convey steam and freshness. The overall package design leverages the Bonduelle yellow and green colours, and photos of the vegetables float on the pack to communicate lightness.
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