The visual language of the refreshed packaging design emphasises ‘naturalness and quality’.

Seeberger is unveiling a new packaging design to help enhance orientation, brand perception and impulse purchasing at the point of sale.

With the new design, Seeberger has sought to position itself more clearly, by being relevant to new target groups, staying familiar to long-time fans and having a distinctly differentiated look within the competitive landscape.

The revised design gives the snacks greater visual prominence, making it easier for shoppers to see what’s inside.

All this is wrapped up in a premium presentation that makes for a ‘calmer’ shelf appearance, says the company.

“Our new design is deliberately an evolution – not a revolution,” said Tim Jerg, Marketing Director at Seeberger.

“We’ve reinforced what was already strong and modernised where needed.

“The iconic Seeberger orange remains, of course – as a powerful brand element and unmistakable shelf recognition feature.”

The signature leaves of the logo now form a stylised smile above the lettering.

Another element of the relaunch is the updated logo: the signature leaves now form a stylised smile above the rounded and soft lettering.

This, says Seeberger, is a symbol of ‘naturalness, joy and fun’ that underscores the character of the brand.

“Our designs were tested both qualitatively and quantitatively – with consistently positive results: the brand image remains strong and familiar, while we significantly increase relevance among previous non-users,” said Jerg.

“The new design improves category fit, enhances perceptions of quality and value, and delivers greater differentiation and impulse power on the shelf.”

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