RBA Design worked with Kioene, a leading company in the production of products based on vegetables and plant-based proteins, on the new packs and the rebranding of its Surgelati line. To achieve the goal of shifting the consumer’s attention to consumption occasions by creating a dining experience that extends from the complete meal to finger foods and side dishes, RBA Design developed a project that enhances the products and prioritizes a language capable of reaching a wider consumer audience, defined as flexitarians. The pack reproduces and enhances the product, while also providing ample space for the name of the chosen line, thus guiding the consumer in the direction they prefer. The line segmentation is expressed in a dynamic and lively way, thanks to the color and the vertical use of the sub brands, characterized by an unconventional typography.

The product visual, the true protagonist of the pack, expresses in a cheerful way the taste, the products and the main ingredients that characterize the recipes. On the back of the pack, in addition to the most useful information for consumers, the QR code allows you to discover new recipes to accompany the chosen product, thus guiding the consumer on a real culinary journey.