The new dimension of convenience food

Range relaunch

Sonnen Bassermann, the well established convenience food brand, had lost market shares in their most important market segments. To keep up with the changing consumer demands and regain the market leadership, Sonnen Bassermann implemented a new positioning with the motto “Food for life”. REDPACK had been assigned to redesign the visual identity of the basis range (58 SKUs) plus a variety of subranges. The objective was to create a strong brand presence that amends the value perception of canned food products, while preserving the existing brand equities. It was obtained by implementing a modern and appetizing photographic style and a consistent typography throughout the range. The information hierarchy has been simplified, accompanied by refinement tips in a handwritten style on the front-of-pack. A “kitchen promise” signet was added to underline the benefits visually. The new design elevates the quality perception and supports the positioning as a real alternative to home-made food.

REDPACK for Sonnen Bassermann