Moving Auga meals to Activus: packaging design system

The Auga brand was known, so the existing pack architecture was important for retaining loyal buyers.

Organic is one of the products' core benefits, yet it had little visibility on the pack.

Additional visual elements said nothing about the product and only distracted attention.

Meal photographs were inconsistent across the range, and the meal image could not be read quickly.

Badges received too little attention, so the meal type was not clear at first glance.

Construction, top brand position and colour balance are retained, so loyal buyers recognise the updated product.

‘Organic’ now sits below the brandmark, so the core benefit is read together with the brand.

Badges reading ‘Bowl’, ‘Soup’ and ‘Steamed’ show the meal type at a glance.

Each meal image is reduced to a single object and shown the same way across the range, so the contents are clear without reading the text.