ZT KRUSZWICA
VEGETABLE SPREAD BRANDING

Creating a brand that will popularize an emerging category

ZT KRUSZWICA
VEGETABLE SPREAD BRANDING

Creating a brand that will popularize an emerging category

TOUCHIDEAS’ ROLE

  • assessing the market potential
  • consumer and cultural insights
  • new brand strategy
  • naming
  • brand design

ZT Kruszwica was getting ready to launch vegetable spreads. The task put before Touchideas was to create a brand that would popularize this emerging category.

During ethnographic research, we noticed that vegetable spreads were used in variety of ways, both cold and hot: from spreading them on bread, as pasta sauces, dumpling fillings, and sophisticated snacks. In short, the new products inspired people to experiment in the kitchen and create their own recipes with the spreads. This discovery became the starting point for the main brand concept.

Based on a cultural analysis of new phenomena in food and nutrition, as well as discourses related to cooking and using vegetables in food making, we developed about a dozen branding concepts as prototypes for the new brand.

As an outcome of this project, the Wawrzyniec brand was developed, comprising four vegetable spreads. Wawrzyniec stands for vegetable content (Polish: warzywa), naturalness and creative culinary expression.

‘We wanted to create a brand that has the potential to become a leader in vegetable spreads. The Touchideas team did an excellent job on this assignment.’

– Katarzyna Niewiada, Marketing Director at ZT Kruszwica