WAWRZYNIEC
Capabilities
Brand strategy
Brand identity
Brand design
Packaging
Kruszwica is a leading manufacturer of cooking oils and bread spreads. In search of growth opportunities outside of their current market, Kruszwica developed a line of original vegetable spreads. Touchideas was tasked with devising an optimal positioning strategy for the spreads and creating a brand that would make them stand out.
The name Wawrzyniec embodies vegetables. 'Wawrzyniec' (Polish for 'laurel') can also refer to someone who is an expert in vegetables ('warzywa'). Wawrzyniec's visual identity represents naturalness and culinary expression.
Wawrzyniec is for people who want to eat more vegetables but find them uninteresting. Wawrzyniec encourages you to forge your own culinary path, full of vegetable flavours.
While cooking with consumers during our ethnographic research, we discovered many new uses for vegetable paste. These pastes are great on sandwiches, dumplings, pancakes, in sauces and as gourmet snacks. Therefore, we have created a brand that encourages experimentation in the kitchen: 'a kitchen artist'.
We wanted a brand that would become synonymous with vegetable pastes. The Touchideas team did an excellent job.
Katarzyna Niewiada
Marketing Director, ZT Kruszwica