what we did
Brand & Logo Redesign, Brand Voice and Tonality, Brand Narrative, Packaging Design.
Zeli is an artisan range of delicious, fermented, probiotic Sauerkraut made in New Zealand. With a very strong following at farmers markets, it was a natural progression to grow into mainstream retail distribution including speciality stores and supermarkets.
This growth drove the need for new packaging design. Our vision for this project was to merge the existing raw paper bag elements, using handcrafted typography and design, alongside colours and brand narrative, to create fresh and new, with callouts to the founders Czech heritage.
The bold use of colour on a paper bag background clearly adds differention on shelf, creating standout to entice shopers to buy. With names like "East Meets West" - each flavour has a fun name giving it personality and emotional connection with our foodie audience.