Podravka soups in new edition

Following market trends, consumer requests and the laws of the shelf, a year ago Podravka started the soup redesign project. The process was meant to "clear" the existing design, to make the appearance more modern and enhance the prominence on the shelves. All of the soups were included into this project except for the classic Chicken soup and Beef soup with noodles, which have due to their distinct and recognizable design in certain markets become a symbol of Podravka’s soups.

New design was tested in strategic markets, meaning the consumers themselves have chosen the design they like best. The finishing process brushed up all the details and thus the front side carries maximally highlighted the name of the soup, time to prepare it and the number of portions, while the back side emphasizes graphical preparation instructions and a consumer suggestion – how to prepare the soup differently.

In their new robe the soups have been launched first to the markets of Croatia, Bosnia and Herzegovina and Slovenia, and the entire process runs in stages. Replacement of clear soups started in August, following with the cream soups and then soups for children. The whole process is projected to finish by the end of this year. Other markets will start their redesign process in early 2007.

Redesigning the soups Podravka started with the intention to enable the consumers easier spotting of their favorite Podravka soups on store shelves. For that reason it was decided to use different colors to distinguish the groups of soups – clear, cream and children’s. Orange color was chosen for clear soups as a bind with the existing design, green for cream soups relating to the vegetables contained, and children’s soups have a blue bubbling background.

The new design of Podravka’s soups was suggested by the Bruketa&Žinić, agency which was with their innovative and new approach to business singled out in the process of choosing the agency for the job. Their proposition was the best, because the heart on the product was exactly what we have been looking for.