Belgium grocer Delhaize has introduced a redesign and expansion of its private brand legume range. The updated range, designed by Belgium based agency Quatre Mains creates a robust and recognizable range that meets the needs of consumers who are on the look-out for healthier alternatives. The variety of 14 grain and pulse mixes targets a younger audience, from 25 up to 35 years old, with a design that is accessible and trendy.
The design concept idea originated from rural patterns; it includes an illustration of grain fields and crops. A small windmill, pitchfork, and farm add a human touch to the design. The illustration style unifies the range and creates an organic and accessible design.