to blur. Brands looking to stand out need more than category compliance— they need to reshape the conversation.
The plant-based food space is a prime example. What was once a niche market defined by restriction has become a growing lifestyle choice, embraced by a broader, more flexible audience. But despite this evolution, the visual codes of the category often remain unchanged: still rooted in generic green palettes, minimal appeal, and a sense of sacrifice rather than enjoyment.
To change that, Austrian retailer Billa partnered with ARD to reposition its plant-based private label, VegaVita. The challenge was to unify a broad portfolio while making plant-based living feel joyful, modern, and full of flavour.
At the core of the new identity is a mandala— a composition made from real plant ingredients that represents balance and well-being. These ingredient mandalas became a visual signature, celebrating natural origins and bringing storytelling directly to the front of the pack.
Each product also features a highend food shot that highlights taste and enjoyment, complemented by bright, distinctive colour palettes. Together, these elements form a flexible but instantly recognisable system— one that reframes plantbased as a vibrant, everyday choice rather than a compromise.
Multi-Sensory Experience
In today’ s digitally driven world, physical experience has become a key point of difference— especially in the luxury segment, where packaging shapes perception, creates ritual, and anchors the brand experience. Every detail matters. Engaging multiple senses is essential to expressing the brand’ s philosophy and building emotional connection.
Fiore, a Swiss-born perfume for food, reflects this shift. Positioned between gourmet and fragrance, the product needed packaging that could capture its sensory complexity and translate it into a refined physical experience.
Fiore’ s design moves packaging beyond aesthetics into interaction and ritual. At its centre is a custom glass bottle with a precision dropper— a deliberate gesture that shapes how the product is used and perceived. Texture plays a key role: glossy glass contrasts with the soft dropper, while layered embellishments reflect the richness of the aromas.
Refillable, reusable, and recyclable, the packaging aligns with a more thoughtful consumption model— increasingly expected in the premium space.
Fiore reflects a broader shift in luxury packaging: from polished presentation to immersive experience. It invites the consumer not just to see the product, but to feel it— to engage with the brand through materials, tactile detail, and ritual-driven interaction. This is where brand connection is built: in experiences designed to be remembered, felt, and kept.
There’ s no single formula for impactful packaging— every brand has its own story to tell. But with the right strategic foundation and creative direction, that story can shape perception, build emotional connection, and redefine category codes. The future of packaging is being shaped now— by brands ready to think bold and design with purpose.
Jane STRUK Creative Director www. ard. ch
FDPP- www. fdpp. co. uk 15