From the Heart

Becel is right on trend with four new milk alternatives. HAJOK Design has not only designed the packaging design, the creative team also staged and photographed the ingredients in-house with great attention to detail.

Becel drinks' packaging created by design agency HAJOK

Listen

The Upfield brand Becel is characterised by its plant-based products rich in Omega 3. The new soya and almond milk alternatives had to fit into the plant-based portfolio and appeal to consumers with a packaging design that whets the appetite.

Understand

HAJOK Design was involved in the last Becel relaunch in 2017 and co-developed the "100% plant-based" repositioning. The intention is to communicate this benefit much more prominently on-pack in the future. The range extension with the new milk alternatives should particularly appeal to Millennials, as a plant-based diet is particularly important for this target group.

Create

What made this project special was that all the individual work steps - from design development to photo shooting - were realised in-house. The main emphasis was placed on the elaborately photographed ingredients, deliciously staged in front of a trendy glass. The dark green background underscores the high quality of the products and the slightly imperfect wooden surface creates a natural, warm atmosphere. The sides of the packs present inspirational recipe ideas in Polaroid style.

FACTS & FIGURES

Launch of a new product category
Competitive analysis
Category codes analysis
Packaging design
In-house photo shooting
Retouching
Final artwork

100% good design

The new brand positioning of having "100% plant-based" ingredients is the basis for the packaging of Becel's new range. High quality, natural and above all with high appetite appeal, the four milk alternatives particularly appeal to Millennials, who attach great importance to a plant-based diet.