With nearly 17 million Dutch people eating bread daily, the goal was to develop a no-nonsense proposition for Johma's award-winning Bread & Toast salads. The briefing was simple: create a future-proof design that fits Johma's character,
but with enough distinction between different tastes and varieties. The new design should tell a story of sustainability, family values and culinary expertise.
We set to work to take Johma from ordinary to extraordinary, with a new look and feel that brings to life a wide and varied palette of flavors and inspires consumers. The new packaging design evokes a feeling
of traditional craftsmanship and focuses on the delicious, fresh ingredients. The design is complemented by the Beter Leven mark and a new, recognizable and playful logo. The recipes on the packaging inspire you to get started with Johma yourself and to try new things.
Ordinary to extraordinary
Johma's Bread and Toast brings friends, family and neighbors together at the table. The effective rebranding shows that design is a strong sales tool that can reach a wide audience. As icing on the cake, several variants such as "stuffed egg" were awarded product of the year.