In February 2024, after the announcement that Nutella would launch a plant-based variant, the packaging teacher challenged us to imagine what the packaging of the new product would be like. We didn’t have the list of real ingredients yet, so it was assumed that soy would replace milk.
CONCEPT
Let the new product tell us by itself that it is the same as the traditional one, even if with different ingredients, highlighted with cartoon but still sober drawings, thinking of a target mainly between 20 and 40 years old.
DESIGN
The product design is filled by the product itself, directly superimposing plant-based and the new Nutella. The various ingredients are drawn together near the logo and then create a pattern on the rest of the jar.
Plant-based is written with an informal brush font, more rustic and linked to the organic aesthetic of the brush subtitles that the brand already uses.
As it was actually designed by the brand, the cap is green, to make it quicker to identify on the shelf between the two sister products. Unlike the real packaging, on the cap I inserted a friendly phrase dedicated to those who had given up Nutella due to milk intolerance or a vegan diet, which you can read when you go to open it.
