Bona, from the city of Lomza, previously associated with traditional products, decided to enter the fast-growing market of plant-based analogs. The new opening for the brand began with a line of mayonnaise for vegans.
Together with Bona, we learned about the possible target audience, seeing first and foremost the potential in growing flexitarianism. This trend relies on skillfully gaining the attention of both: the side already convinced of vege and the side paying homage to traditional flavors, for the time being uninterested in switching entirely to plant-based offerings. That’s why we looked for a middle way in terms of design, readability and clarity, with a clear VEGAN sign on the front that acts as a recommendation to new consumers and defines the fast-growing category in a simple way.
To complete this approachable authenticity, there is a Viva Vegan certificate on the packaging!
Our solution is primarily colors given in coordinated shades with mayonnaise, building a clear and positive block without unnecessary embellishments. The frontal positioning of the communication works perfectly both on the traditional store shelf and online.
This new representation of Bona, is also a subtle slimming down and alignment of the logotype itself with today’s trends striving for simplicity and openness.
Each of these steps, made up the first stage of the company’s changes, aimed at attracting new consumers and going beyond one region of the country. To meet this, as a studio, we are constantly monitoring the company’s activities and supporting the Bona management family in strategic decisions to develop the brand’s portfolio.
The result? Immediate medals from the 2021 vegan product competition. This is our way of going vege from Lomza!