Euroverde is specialized in processing and selling fruit and vegetables. The company launches a new line of ready-to-eat-soups with a striking USP: its recipes change every season, following the natural availability of the different vegetables used.
The objective was to communicate freshness and seasonality to make the consumer perceive the product as an healthy habit, not just as an occasional ready-to-eat meal.
The seasonality was conveyed by the product name (meaning seasonal goodness) and simple images tied to the agricultural world.
The envelope distinguishes the product and make it the first ready-to-eat product to be sold in this kind of packaging. Freshness is conveyed by the type of paper used, which is similar to the one used by greengrocers to wrap fresh vegetables.