PACKAGING DESIGN
Dutch artistry
in every bite
DESIGN FOR JOHMA
Johma, the largest salad maker in the Netherlands, is a beloved Dutch brand known for its delicious bread and toast salads. Since 2009, Johma has set itself apart with its bold red lid, an ingenious move that broke the category norms where blue, red, and green traditionally represented fish, meat, and vegetables, respectively. This daring design choice transformed the red lid into one of Johma’s most valuable brand assets, making their salads instantly recognisable on shelves across the country.
We’re very proud to have partnered with Johma in creating this much celebrated design.
THE ASSIGNMENT
Design for tomorrow
Nearly 17 million Dutch people enjoy bread daily. The goal was to create a design for Johma’s award-winning bread and toast salads that reflects their character while standing out across a range of flavours. The brief? A future-proof design that weaves together Johma’s story of sustainability, family values, and culinary craftsmanship, while maintaining strong brand recognisability.
THE CHALLENGE
From trustworthy to inspiring
Our ambition was to take Johma beyond simply being a trusted salad maker and position it as a source of inspiration for every meal. Whether at the kitchen table, lunch break, or dining occasion. The design needed to celebrate Johma’s core values: traditional craftsmanship, the finest fresh ingredients, and their innovative spirit in bringing creativity to the everyday.
PHOTOGRAPHY
BRANDING
ENGINEERING
PACKAGING DESIGN
THE RESULT
Designing delicious moments
The new design goes beyond functionality, capturing Johma’s heritage and culinary expertise with a fresh, modern aesthetic. The packaging highlights the irresistible appeal of their salads through vibrant photography, while the distinct look and feel reflect Johma’s wide variety of flavours.
The result? A design that’s as inspiring as it is memorable, ready to delight consumers for years to come.
FUTURE PROOF
Redesign for portion bags
Johma’s small portion packs for canteens and corporate catering now come in convenient stand-up pouches, using less plastic and fully recyclable materials.
To maintain the recognisability of the bread and toast range, we adapted its signature banderol to the new format. A subtle “paper-look” texture adds a fresh touch. The famous “Mayor of Losser,” known from Johma’s TV commercials, brings a playful element to the promotional wobblers.
