LEO BURNETT FRANKFURT, Frankfurt / NOVESCOR / 2013
Although organic food is trendy right now – most of the organic food brands don’t look like it. They still seem to target the circles of die-hard eco activists who are used to buy their grains and dried raisins in german Reformhäuser – stern and austere health food stores.
We decided to aim at a new audience: the educated urban middle-class. People between 20 and 40; often the children or grandchildren of the Reformhaus crowd, and often already parents themselves. For this open minded audience we developed a look that breaks with the usual rules in food packaging and design.
We created the Melicena Family. A colourful Italian family with a passion for ice cream. Its unique visual style captured the various characters in this colourful family. Each family member clearly differentiates each flavour, while creating a taste expectation. The whole family and flavours come together as a range.
We gave the brand a light and funny voice that we used on the packaging and all other promo materials.
It was a bold decision for the client to go for such a new and unseen design in the food category. But the first results are brilliant: Melicena is now available in Germany’s biggest supermarket chains.