Nomad Foods had the commercial ambition to double the size of the Green Cuisine business in 2022. Key challenges to achieving this goal included the need to improve standout and findability amongst an increasingly competitive set, elevating taste credentials, and the need to clearly communicate the brand positioning. Nomad Foods partnered with 1HQ to develop a new brand identity and packaging design that would future-proof Green Cuisine’s relevance and appeal in a fast-changing market.
Our new brand identity for Green Cuisine has all the energy it needs, but now feels a whole lot friendlier than before! The visual world is inspired by the spontaneous moments we all love and enjoy. We wanted a hand-doodled feel so that each element can spread a touch of joy; portraying a friendly and approachable character. Every pack now features an outline and fresh new green to ensure vibrancy and standout in-store. In a world of clutter and claims, a simplification of the pack means stronger cut-through and an easier shopping experience.
