A playful packaging design for Denmark’s most pampered tomatoes, cucumbers, peppers and lettuce
Katrine & Alfreds is named after Katrine and Alfred Pedersen, who in 1948 founded the nursery on Funen, which today is called Nordic Greens and is owned and managed by the 4th generation – Mads Ulrik Pedersen.
Katrine & Alfreds vegetables are grown with the greatest possible consideration for the environment. We use energy from our own solar park, irrigate mainly with collected rainwater, bumblebees are responsible for pollination, and useful animals are responsible for pest control, so everything is done the most natural way possible. In addition, the packaging is, of course, made of recyclable cardboard and plastic.
… and how do you communicate all these great things in a packaging design? We have chosen to do it exactly like this:
Client
Nordic Greens A/S
Task
Packaging design for Katrine & Alfreds brand, which also includes revitalising the logo and redesigning the products.
Competences
Packaging design, Visual identity, Final artwork
Explore the playful packaging design
You can discover cucumbers, tomatoes and buzzing bees in the packaging design. Just like in the greenhouses, where the smell of tomatoes and cucumbers and the sound of the bees go hand in hand with the gardeners nibbling side shoots in their “little nursery in the nursery”. It’s the smell of a Danish summer and the taste and quality of the vegetables that are in a class of their own, along with the good feeling in your stomach about all the good and considerate decisions that are made in this production.
The illustration style is naive and easily decodable. It’s unique and very recognisable in the fruit and vegetable sections of shops. And just looking at the budding universe – full of life and lots of well-integrated information about Nordic Greens’ many great initiatives – puts you in such a good mood.
Revitalising Katrine & Alfreds logo
In conjunction with a new packaging design, the logo was revitalised. The tomatoes have been removed so that the logo now embraces different types of vegetables, and the logo has also been modernised in its expression. Details have been adjusted in individual letters, the shadows of the letters have been removed, and the thin frame has been lightened.
Do you want to read more about Katrine & Alfreds? Then click HERE
