Kelda aimed to reposition their high-quality, ready-to-use product range of soups and sauces into a NeedScope® Orange position. The goal was to look more approachable, warm, and friendly, attracting people who value spending quality time with family and friends over time-consuming tasks.
I worked on this project in a team while employed at IW Agency.
Design system
A new colour system was developed, pairing one lighter and one darker shade for each product. This made the product range stand out more on shelves and ensured each item was more recognisable compared to the old system, where all products shared the same white background.
In addition, a new image style was introduced to better showcase the exceptional taste of each product, turning it into a compelling selling point that attracts a wider audience.
Sub-categories
The Kelda design system is divided into four sub‑categories: soups, pasta sauces, sauces for classic recipes, and cream products like whipping cream and coffee cream.
Iconography
A new iconography style was created for the packaging, ensuring that toppings and pairings are communicated in a way that reflects the brand’s approachable and friendly character. The icons are primarily placed on the side of the packaging to inspire consumers with ideas for soup toppings and pairings.
