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Premium packaging for Verstegen spices

Premium packaging for Verstegen spices
ADCN Award – Art Directors Club Netherlands Red Dot Design Award ADCN Award – Art Directors Club Netherlands Pentawards

Increasing market share

A series of distinctive packages was designed for Verstegen. Its elegant design ensures a good presentation on the supermarket shelves and can be put on the dining table with pride.

On the table with pride
Easy to grab

On the table with pride

Easy to grab

For years, salt and pepper were sold in containers with integrated grinders. Although these packages are functional, they generally maintain a look and feel of disposable packaging. By giving this grinder an elegant ‘product’ design, it attains a more premium look and feel. It can be put on the table by the consumer with pride.

We found that storing your spices in such a way that they are easy to grab and easy to identify is an issue in modern kitchens. Our solution to make the jars fit drawers and easily identify the herbs and spices by the top, takes a little pressure off the daily routine of cooking.

On the table with pride

On the table with pride

For years, salt and pepper were sold in containers with integrated grinders. Although these packages are functional, they generally maintain a look and feel of disposable packaging. By giving this grinder an elegant ‘product’ design, it attains a more premium look and feel. It can be put on the table by the consumer with pride.

Easy to grab

Easy to grab

We found that storing your spices in such a way that they are easy to grab and easy to identify is an issue in modern kitchens. Our solution to make the jars fit drawers and easily identify the herbs and spices by the top, takes a little pressure off the daily routine of cooking.

Becoming a market leader

Becoming a market leader

Verstegen has always been present in the professional channel. But until recently different competitors and private labels dominated the herbs and spices shelves in supermarkets. Verstegen gained a large market share in the consumer market, thanks to its own highly qualitative house-brand packaging, as well as the packages specifically designed for supermarket chains. With these series, Verstegen has put itself on the map as market leader.

Smart geometry

By giving both the Verstegen jars and the private label glass jars the same glass weights and neck detailing the investments in the glass jars could be kept low and all jars can be filled on the same filling line.

Innovation process

Our close cooperation with the South African company Global Grinders, specialized in grinders, has resulted in a grinder where functionality and form are integrated optimally. Thanks to the collaboration with glass company O-I multiple glass shapes could be created with a limited set of moulds and thus with limited investments.

Next to designing a distinctive packaging, we also ensured that form and functionality was kept within the boundary conditions of the production and filling line. We provided the engineering and played a key role at the communication between the different departments of Verstegen, machine suppliers, and the diverse international producers.

Managing & Creative Director

This case is discussed in more detail in the thesis Creative Reflexion by Jeroen Verbrugge.

You can order a copy of the book here.

Team

Discover more about this case? Contact Jeroen

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