Redesign of Soup Stocks

The goal of the redesign was to strengthen the Vitana brand’s position in the gel stock category and to offer an attractive alternative to the modern-looking packaging of the main competitor. The new design is bolder, fresher, and communicates individual variants more clearly through colour coding, making navigation on the shelf easier.

The visual concept builds on the trust and tradition associated with the Vitana brand, while at the same time feeling contemporary and aligned with the aesthetic expectations of a younger target audience. The result is packaging that naturally attracts attention, encourages trial, and reinforces the brand’s position within the category.