Success and tradition: more than 70 years ago, Tartex set a milestone for vegetarian nutrition with the invention of the first purely vegetable spread, making it a pioneer in a market that has changed like no other in recent decades.
Diet is increasingly becoming something that shapes one’s identity. Food has become an expression of consumers' own personalities: not only the motto "you are what you eat" holds true, but also "you are what you don’t eat". For example, more and more people are deliberately avoiding meat or avoiding animal products altogether. Others have greatly reduced their consumption of animal-based food. Not only is the proportion of vegetarians and vegans in Germany growing enormously, but also the number of flexitarians. These are people who mainly eat vegetarian food, but occasionally also eat high-quality meat. All three kinds of nutrition combine the pleasure of eating with a sustainable, healthy lifestyle.
Attitudes to the vegetarian way of life have changed a lot in recent times. Ethical reasons are important on one hand, while this form of nutrition is strongly associated with a zest for life, health and open-mindedness on the other hand. The enjoyment of vegetarian food is highly popular and certainly does not mean self-denial, but stands for varied and creative cuisine.
The Tartex brand wants to put these social changes and the resulting potential to good use. The consumer does not only buy a product, but also an attitude. HAJOK Design has accompanied this change process by strategically working out Tartex’s positioning as well as visually communicating it by means of the packaging design.
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Source: Verpackungsrundschau / Verpackung + Marketing 2018.