WAWRZYNIEC
Capabilities
Brand strategy
Brand identity
Brand identity
Brand design
Packaging
Kruszwica is a leading manufacturer of cooking oils and bread spreads. Kruszwica developed a line of original vegetable spreads in search of growth opportunities outside of their current playground. Touchideas was tasked with finding the optimal positioning strategy for vegetable spreads and creating a brand that would make the innovation stand out.
Vegetables are embodied in the name Wawrzyniec. ‚Wawrzyniec’ (Polish for ‚Laurel’) can also refer to someone who is an expert in vegetables (‚warzywa’). Wawrzyniec’s visual identity represents naturalness and culinary expression.
We created Wawrzyniec for people who want to bring more vegetables into their diet but feel that vegetables are uninteresting. Wawrzyniec encourages you to create your own culinary path, full of vegetable flavours.
We discovered many new vegetable paste uses while cooking with consumers during our ethnographic research. They work great on sandwiches, dumplings, pancakes, sauces, and gourmet snacks. Therefore we have created a brand that encourages experimenting in the kitchen,
‚a kitchen artist’.
We wanted a brand that could become synonymous with vegetable pastes. The Touchideas team did an excellent job.
Katarzyna Niewiada
Marketing Director ZT Kruszwica