The Modern Organic Brand

Penny commissioned HAJOK Design to bring an existing design idea to life for its own organic brand and to adapt it to more than 150 products. The agency achieved this with great success by creating a strong private label brand in the form of Naturgut, which also became a popular figurehead for Penny.

Listen

Organic food in a discount supermarket - at the time of the launch, this segment was still very much in its infancy. Yet today this is a matter of course, and Penny helped set the benchmark in food retailing. Penny’s private labels have always created memorable product experiences that help build long-term customer loyalty. The new organic brand was intended to become just as successful.

Understand

Naturgut is special in that it features a broad and above all dynamic product range, which continues to absorb new products and food trends. Back in 2014, when many organic products were still more likely to have functional packaging designs and be found in organic stores, we gave Naturgut its very own design language: modern, high-quality and with high appetite appeal. In particular, the brand addresses a young target group, which values organic quality and enjoys attractive products.

Create

The characteristic banderoles were an integral design element right from the beginning and help navigate across different categories: yellow stands for vegan articles, green for organic and white for the regional product line. HAJOK Design created an authentic, generous visual language that clearly communicates naturalness. The creative and sometimes unconventional product staging proves that packaging design of the Naturgut private label is independent and self-confident, making it a real pioneer - even for manufacturers’ brands.

FACTS & FIGURES

Supported launching the brand in 2014
Packaging design development up to 2018
Launch of over 150 SKUs
Product photography
Picture editing
Illustrations
Final artwork
Creation of printing files
Design manual
Pentawards 2019 for the superfood powders

Super Design

Penny continues to set trends in product range compilation. The best example are so-called superfoods. The water solubility of the healthy powder products is an integral feature of the packaging design: inspired by watercolour paintings, the packaging impresses with soft colours and naturalness.

Design agency HAJOK receives Pentaward for the packaging of the Naturgut superfood powders

Packaging design trends integrated in the Naturgut design

Innovativ packaging design food by HAJOK for the Natur superfood pulver

Uniform Visual Impact

A high degree of recognisability, a clear target group and an independent brand presence are the result of the self-confident packaging design.

Just Plants

The yellow banderole and the "I am vegan" speech bubble make the products for vegans instantly recognisable. The product presentation on-pack puts appetite appeal centre stage, clearly showing that vegan is yummy!

Vegan product line from Naturgut designed by packaging agency HAJOK

For Large & Small

Snacking doesn’t have to be unhealthy - with this motto the aim of the packaging design is to reflect the very specific demands of a young target group as well as the topic of responsible nutrition.

Organic children products designed by packaging agency HAJOK from Hamburg

Packaging design for children food products by HAJOK

Trendy

At HAJOK the packaging design of private label products can also be really eye-catching! Creative and innovative ideas result in unique product staging.