HAJOK did a great job
„We are happy with designs which are much more foody and natural. They developed also a great new logo. Last but not least they helped us implementing this design in all our countries adjusting for local situations.“ Guido Hagenaars – Becel
Listen
Natural products and superfoods continue to be part of a growing trend. In launching this new range of spreads, Becel aims to both attract younger consumers and offer something new to existing customers. The company aims to enrich the margarine category with an innovative and tasty range of new products.
Understand
The company wanted the new spreads to be clearly differentiated from the core range, but still be recognisable as part of the brand. A number of concepts were tested throughout an intensive process, with Becel eventually choosing to follow the “taste” design route that puts the hero ingredients and the range itself front and centre.
Create
The simplified, colourful brand image reflects the natural concept behind the products. The trendy typography, rounded shapes and fresh colours make them eye-catching and provide an ideal stage on which to showcase the hero ingredients. This design is also the first to incorporate Becel’s new logo. The heart shape made of blades of grass represents the brand’s move to 100% plant-based products.
Facts & Figures
- Lead European agency for Becel since 2014
- Launch of Becel product innovations
- Lead country: Holland
- Adaptation of the design for 4 additional countries
- Trend research
- Concept development
- Design development
- Composition / image creation
- Final artwork
Becel goes green
Becel’s new and tasty range of trendy, purely plant-based spreads are set to redefine the margarine category. The simplified, colourful brand image by HAJOK Design reflects the innovative concept behind the products.
Little details
This is the first time that Becel’s sealing foils have included serving suggestions to inspire consumers.



Would you like to find out more about our work?

Still Thirsty
Gin
View more
Sarotti Cherry No.
Chocolates
View more
Melitta
Speciality Coffees
View more
Sarotti
Fair Ecuador
View more
LiveFresh
Juices & Co.
View more
Appel
Fish
View more
Knorr
European Portfolio
View more
Likkies
Popsicle
View more
The Wild Snack Co
Crisps & Puffs
View more
Adelholzener
Primella
View more
ja!
Portfolio
View more
Carte D'Or
Ice cream
View more
Kühne
Gherkins
View more
Rexona
Deodorants
View more
Sarotti Winter Confiserie
Chocolates
View more
Tempo
Boxes
View more
Adelholzener
Organic Beverages
View more
Knorr
Grain Dishes
View more
Batida de Côco
Ice Cream
View more
Schwartau Extra bio
Fruit Spread
View more
Corny
Protein
View more
Tim's
Pastry
View more
Rewe to go
Drinks
View more
Adelholzener
Sport
View more
Alpia
Veggie Love
View more
Isola Bio
Milk Drinks
View more
Naming
Claiming, Storytelling
View more
Ricola
Special Edition
View more
Cremissimo
Ice-Cream
View more
well
Cosmetics
View more
Erdal
Shoe Care
View more
Allos
Tea
View more
Knorr
BBQ Sauces
View more
Rewe Beste Wahl
Portfolio
View more
Kneipp
Active Shower
View more
Ehrmann
High Protein Ice Cream
View more
Adelholzener
Sparkling Mineral Water Plus
View more
Pure Tea Selection
Tea
View more
Swedish Glace
Vegan Ice Cream
View more
Tartex
Portfolio
View more
Schwartau Extra
Spring Edition
View more
Naturgut
Portfolio
View more
Rewe to go
Food
View more
Corny
Whole Nut
View more
Zewa
Toilet paper
View more
Ricola
Tea
View more
Bahlsen
Ice Cream
View more
Bold Foods
Insect Burger
View more
Ölz
Soft sliced-bread
View more
Kneipp
Shower Tonics
View more
Schwartau
Jam
View more
Wessanen
Corporate Design
View more
Langnese
Swedish Glace
View more
Tempo
Soft Packs
View more
Allos
Portfolio
View more
Intact
Glucose Range
View more
Becel
Drinks
View more
Bifi
Sausage Snack
View more
Florena
Natural Cosmetics
View more
LÄTTA
Whipped & Cooking Cream
View more
Baileys
Ice Cream
View more
MinusL
Full Range
View more
Becel
Spreads
View more
Billy Boy
Condoms
View more
Becel
Core Range
View more
Tempo
Mini Packs
View more
LÄTTA
Core Range
View more
Emmi
Protein Drink
View more
Bonduelle
Frozen Meals
View more
Elternhaus
Perfume
View more
Aurora
Flour
View more
Nivea
Editions
View more