Pickled and marinated cucumbers are a product with a steady demand in professional gastronomy. They are part of hundreds of familiar dishes – from salads to side dishes, and should always be at hand in the kitchens of restaurants, cafes and catering. In the HoReCa segment, standardization, convenience and precise product identification are especially important. Clever Branding was faced with the task of developing packaging for the new line of Bonduelle HoReCa pickled and marinated cucumbers, integrated into the existing visual system of the professional line and emphasizing the differences between tastes, formats and usage scenarios.

Task
To create a visual system for a group of pickled and salted cucumbers that:
– is instantly read on the shelf or in the warehouse,
– helps distinguish the type of product (salted or pickled), slicing format and purpose,
– fits into the architecture of the Bonduelle HoReCa brand,
– is adapted for professional use: in the kitchen, in logistics, during purchasing.

The project was implemented using our key methodology “consumer → brand → retail”, where each stage of the design is based on the real needs of the audience. We started by studying the points of contact: from the work of the cook in the kitchen to purchasing through B2B platforms and display in the warehouse. This allowed us to determine which elements of the packaging become key – and which should be simplified or standardized. This is how packaging was born, in which every pixel works for readability, efficiency and speed of decision-making.

Navigation and differentiation system
The range includes different types of cucumbers: salted, marinated, sliced, whole, with different degrees of acidity and flavor profile. To ensure convenient navigation in a wide range, we developed a color system, where each product has its own visual “anchor” zone. The colors do not duplicate FMCG solutions, but are subordinated to the internal logic of the HoReCa line.

Clear icons were also introduced, illustrating the type of cutting and the purpose of the product (for example, for burgers, salads, cold appetizers). Large text blocks provide information about the flavor profile: “pickled with dill”, “home-salted”, etc.

Visual solutions
The packaging is built on a modular principle: the Bonduelle logo is fixed in the upper left corner, followed by a dominant block with the product name and key characteristics. The white background emphasizes cleanliness and standardization, the typography is strictly functional, without unnecessary decorative weight.

Specifically for the B2B environment, we used an extended labeling system: net/gross weight, storage conditions, expiration date, acidity level and other important parameters are placed in a dedicated block. This significantly simplifies the purchasing and kitchen work process.

From purchasing to the kitchen
The HoReCa segment requires that the packaging works in all environments: online catalogs, warehouse, kitchen. We adapted the visual system to each of these stages. In digital, the packaging is easily recognized even in miniature. In logistics, it is easily sorted by color and format. In the kitchen, it is instantly read without the need to study small text. This is the practical implementation of the “consumer → brand → retail” method, where each layer of the brand is built on the needs of a real user.

Result
We created packaging in which every detail works for efficiency. The new Bonduelle HoReCa product is not just salted or pickled cucumbers, but a professional ingredient presented in a clear and logical visual system. The packaging helps to avoid mistakes, speeds up processes, and increases trust in the brand.

It is in the professional segment that design should not be a decoration, but a tool. This case is an example of how well-thought-out branding increases not only visual recognition, but also operational efficiency.