Garden Gourmet gives pleasure a new home. One thing is certain: the brand Garden Gourmet stands for nothing less than the love of plant-based nutrition. It all began with a small garden and a large portion of enthusiasm. An enthusiasm that they have retained to this day.
The best proof? The individual products with which the brand celebrates its passion for good food and our connection to nature every day. Garden Gourmet is first and foremost about enjoyment, not renunciation. Instead of just skipping the piece of meat, it's nicer to savour the wonderful variety of plants. And this is where we come in. Together with Garden Gourmet , we add colour, variety and sustainable enjoyment to your diet.
When brand and spirit of the times meet
The interest in and demand for vegan food has recently increased strongly among consumers. However, brands have been disappointing consumers in terms of both product taste and value. Therefore, Garden Gourmet had a unique opportunity to reposition itself to a new generation of flexitarians and better connect with them through new brand design elements and a new design hierarchy.
Convince with iconic design at the POS
Our goal was for consumers to take a fresh look at the Garden Gourmet brand. We wanted the brand to stand out from the competition by offering a unique brand experience at the POS and positioning itself as an iconic category leader.
Intuitive shopper navigation through strategic design elements
To ensure perfect shopper navigation, all pack elements have been scrutinised, reorganised and optimised. Historically, Garden Gourmet has always had the category colour green. After vitalising the brand green and making it more natural, we brought it in line with the new category codes. Here, different shades of green separate different segments and premium levels of the brand. Above all, the invention of a new, non-verbal key visual - the Garden Gourmet Fork - provides a unique stage for the products' appetite appeal. Derived from the combination of a flower and a fork, the Garden Gourmet Fork visually connects products from the garden with gourmet food. This iconic, friendly and fresh brand design element extends from packaging to 360° communication applications, providing a strong brand element with luminosity for Garden Gourmet .
The Garden Gourmet Fork: The Garden Gourmet Fork showcases the appetite appeal of the products at eye level, highlighting the taste superiority of Garden Gourmet . The composition of real product images paired with illustrations creates a unique naturalness and liveliness on the packaging, which in turn creates an emotional connection with the consumer.
German Brand Award
"Special Mention" for the packaging design of the "Garden Gourmet Fork" in the category Excellence in Brand Strategy and Creation Brand Design - Packaging
"Bronze" for the packaging design "Garden Gourmet " in the category Branding & Consumer