AH More than Pasta / More than Rice

• RETAILER: Albert Heijn
• COUNTRY: The Netherlands
• CATEGORY: G3. Packaged Goods
• AGENCY: dBOD

CREDITS:

• Brand Director/Strategist: Evelyn Hille/dBOD
• Senior Design Director: Ditte Glebbeek/dBOD

SUMMARY: New Generation Pasta, legumes in a jacket of pasta or rice, a trend from the vegan corner, is made accessible by us for everyone who is eating more responsibly and consciously. With the remarkably minimalist design, we are far away from the existing category clichés. The packaging is virgin white with light-footed design and a striking window. In the font we have incorporated the graceful growth of a legume plant, creating optimal synergy between illustration and typography. In this way we give the packaging an attractive playfulness that simultaneously is pure and radiates quality. With these refreshing, accessible and tasty-looking packaging, leguminous pasta and rice are ‘suddenly THE responsible alternative for the less healthy fat makers which are oh so tasty, but do nothing for your daily requirement of vegetables.