After almost ten years since its last refresh, Vegeta is getting a new visual identity aimed at boosting its visibility and global appeal. The goal is for Podravka’s innovation and globally most recognized product to attract new generations of consumers through this redesign and further enhance Vegeta’s overall recognition.
The new look of Vegeta was unveiled at the REWE Für Sie 2024 business fair in Cologne, Germany. This fair, organized by one of Germany’s and Europe’s leading retail chains, provides an opportunity to present Vegeta’s new appearance, particularly given Podravka’s strengthening position and its key brands in Western European markets. The strategy focusing on Western European markets has already shown results in the first six months of this year, with Germany recording exceptional sales growth. Compared to the same period last year, revenue from sales in the Food segment in the German market increased by an impressive 78.4%, primarily driven by Vegeta. Germany remains a key focus for Podravka’s business in the coming period, making it one of Vegeta’s most important markets. This is why Germany was chosen as the first market where the famous Podravka brand will debut in its new edition.
“In line with the strategy for further development of Vegeta, aimed at realizing its full potential, especially in foreign markets, we’ve made Vegeta more attractive, modern, and closer to consumers worldwide. We worked on this project meticulously and with great care to balance Vegeta’s historical heritage and recognition with the expectations of new generations of consumers. The chosen design was tested and received exceptionally positive feedback in several markets, which is crucial for achieving our strategic goals – ensuring Vegeta’s global presence and recognition while maintaining its strong leadership position in the European food seasoning market. With the redesign of the packaging, we retain the core of Vegeta’s recognizability while conveying the most important message to consumers – the enjoyment of the excellent taste of meals prepared with Vegeta,” emphasized Krunoslav Bešvir, Chief Business Programs Officer and Director of the Culinary Business Program.
The design elements of Vegeta were changed in a way that emphasizes its most recognizable features: the chef, the typography, and the blue color. The color and typography on the packaging have not changed, but the Vegeta logo is now cleaner and more modern. The iconic character, the Vegeta chef, has been simplified, and a kiss has been added. Another change is the introduction of a mortar with Vegeta ingredients. In this way, Vegeta is immediately placed in its natural environment – the kitchen – visually reflecting the product’s composition.
The redesign project for Vegeta was realized in collaboration with the globally renowned strategic marketing agency BrandOpus, headquartered in London. BrandOpus is a global agency with expertise in designing for diverse markets: from Germany and Croatia to Australia. Commenting on the collaboration with Podravka and the project itself, the agency’s director, Daniel Wegrzyn, said: “It was a pleasure to work with Podravka on redesigning Vegeta, which holds iconic status. During the development of the new design, we wanted to retain all the characteristic and recognizable features and breathe new life and meaning into them. The new design reflects our desire for Vegeta to play a significant role in consumers’ kitchens worldwide and help them showcase their best in every dish they prepare.”
Following its presentation at the fair, Vegeta in its new packaging will appear on the shelves of German stores, and Croatian consumers will be able to find it in their stores at the beginning of 2025.
