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.

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

Little details

This is the first time that Becel’s sealing foils have included serving suggestions to inspire consumers.

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