AN EXPLOSION OF WELL-BEING
PLANT-BASED TASTE
A contemporary take on the Mediterranean diet: this is what Kioene offers, a specialist in vegetable-based recipes and plant-based proteins for over thirty years.
This brand's products are designed to enrich consumers' diets with taste and lightness, offering goodness and wellbeing at the same time. The range includes a wide choice of Freschi (fresh), Surgelati (frozen) and Dolci (desserts).
The Surgelati (frozen) line, whose rebranding was handled by RBA Design, is segmented as follows:
Gli Essenziali: main courses and the brand's iconic products, including Burger di Spinaci (spinach burgers), Burger di Ceci (chickpea burgers) and MiniBurger alle Verdure grigliate (grilled vegetable mini burgers). Ideal for filling sandwiches, but also served with fresh, crunchy vegetables, playing on different textures.
I Congusto: designed as vegetable side dishes for adults and children alike, they please every palate. They include Gocc(i)e ai Funghi (mushroom), Gocc(i)e alle Verdure dell'Orto (garden vegetables) and Gocc(i)e con Farro, Pomodoro e Asparagi (spelt, tomato and asparagus).
Gli Sfiziosi: whether alone or in company, these crunchy recipes are perfect to nibble as finger food. Made with rice and soy, the Mini Cotolette Vegetali (mini veggie cutlets) are an innovative protein mix that makes aperitifs even more tempting.
THE REBRANDING: THE DYNAMIC GELO LINE
The current frozen food line shifts the consumer’s focus towards consumption occasions, in order to create a dining experience that ranges from a complete meal to finger foods, and includes delicious side dishes.
For this reason, RBA Design worked on a tone of voice that could appeal to a wide range of consumers. A broader target audience, defined as flexitarians, that is, those inclined to follow a semi-vegetarian diet.
And it is precisely this target that the Gelo line addresses, offering taste experiences through recipes that can both enrich everyday dishes and become culinary surprises for guests.
Kioene firmly believes that the choices made at the dinner table are crucial to reducing the environmental impact. To convey this message of sustainability, it was therefore decided to use an eco-friendly box for the products, made from FSC-certified cardboard that is recyclable in paper.
The pack enhances the product and gives ample space to the reference line, guiding the consumer in their choice. Compared to the previous design, the new system pack expresses the line segmentation in a dynamic and lively way. This is thanks to the color palette and the vertical use of the sub-brands, characterized by unconventional typography.
The real star of the pack is the product visual: a true explosion of taste and well-being, in which the main ingredients are suspended in a constantly vertical dynamism that cheerfully and innovatively conveys the taste and lightness of the products: a source of fibre and vitamins, free from milk and eggs and low in saturated fat.
Further useful information for consumers, such as cooking time and nutritional values, can be found on the back of the pack, where a QR code lets them start the Kioene culinary journey and discover all the tasty recipes to pair with the chosen product.
