MINUSL – PLUS INDULGENCE

As a pioneer and market leader in the field of lactose-free products, MinusL wanted to further solidify its strong and prominent position on supermarket shelves. The new logo and contemporary product imagery portray MinusL as a modern and tasty brand.

Minus L packaging before and after the relaunch by HAJOK

Listen

MinusL was one of the first brands in the market to offer lactose-free products. However, with a wider range of products from different brands now available, it was time for MinusL to take a stronger position.

Understand

By relaunching as a modern, natural brand that understands the core needs of its target group, MinusL aims to both strengthen its position as a quality leader through an emotional connection, and distinguish itself more clearly from up-and-coming brand name competitors.

Create

The central idea of this strategic design concept is the freedom to enjoy food rather than the avoidance of it. A natural and warm colour and lighting scheme, appetising product imagery and a playful evolution of the once purely functional logo create a clearly recognisable brand image and guarantee “safety” for consumers.