The food packaging that naturally stands out
Le Naturelle, a brand belonging to the Eurovo Group, a familiar name in mass retail, offers a wide range of eggs, egg products and their derivatives. It approached Life to assist with its launch on the antibiotic-free market, with the agency creating the food packaging for Le Naturelle Rustiche, a range designed to cater to the needs of consumers who are increasingly embracing wellbeing in their lives, including in their diets.
To stand out in a market saturated with competitors, we focused on a natural design that would put the products in the premium range.
The aim of the packaging design was to promote the key values of the line - wholesomeness, freshness and quality - in a new and creative way. A material palette with rustic overtones was used, along with a handwritten typeface for contemporary yet informal appeal. The same kraft background was used across the products to ensure they were immediately recognisable on the supermarket shelf.
A warm but informative tone of voice was chosen for the B2C advertising campaign in the most popular Italian magazines. The same style and artwork found on the packaging were used here but the storytelling took a more central role: key information and product features were used to convey the quality of a brand which believes in the value of a safe, controlled supply chain.
Naturalness and wholesomeness were the key concepts that drove the creation of all the POP material produced for the B2B public. The sales folders, trade materials and information kit communicated the indisputable quality of the range to mass retail buyers and the benefit of choosing a brand with the high quality standards of Eurovo was immediately conveyed.