Super Design

Organic food in a discount supermarket – at the time of the launch, this segment was still very much in its infancy. Yet today this is a matter of course, and Penny helped set the benchmark in food retailing. Penny’s private labels have always created memorable product experiences that help build long-term customer loyalty. The new organic brand was intended to become just as successful.

Naturgut is special in that it features a broad and above all dynamic product range, which continues to absorb new products and food trends. Back in 2014, when many organic products were still more likely to have functional packaging designs and be found in organic stores, we gave Naturgut its very own design language: modern, high-quality and with high appetite appeal. In particular, the brand addresses a young target group, which values organic quality and enjoys attractive products.

The characteristic banderoles were an integral design element right from the beginning and help navigate across different categories: yellow stands for vegan articles, green for organic and white for the regional product line. HAJOK Design created an authentic, generous visual language that clearly communicates naturalness. The creative and sometimes unconventional product staging proves that packaging design of the Naturgut private label is independent and self-confident, making it a real pioneer – even for manufacturers’ brands.