DEFINE
Serdar Tolenaar, owner of Plus supermarkets, noticed his customers were demanding fresh, high quality meals. To satisfy this need he started cooking and selling meals in his stores during the Covid lockdown. Flush with instant success, he quickly received requests from other supermarkets to do the same. Tolenaar put a team together which alighted on a plan to scale-up the process without compromising quality. Now New Next was appointed to originate the house style and packaging concept for these instant meals.
DESIGN
> Positioning
> Developing house style
> Supervising Mama’s photoshoot
> Developing names for the meals
> 2D packaging design
> Digital mock-ups
> Supervising packaging production
> DTP packaging
DELIVER
This resulted in a striking and cheerful brand. The ‘Mamas’ each have their own cuisine delivering a range of meals. The meals all have humorous titles. A daring new brand that perfectly reflects current times.
EXECUTED BY:
Roel Vink, Rianne Kee, Elian van Dijk
IN CO-OPERATION WITH:
Joost la Housse, Floris Hülsmann, Dave Weij
