Bonduelle lifts the lid on a new identity

Europe’s leading frozen and tinned vegetables producer Bonduelle has a new identity and packaging designed by Landor Associates, which won a paid creative pitch in 1993.

French-based Bonduelle has an annual turnover of 545m. Company research indicates that one in five Europeans eats its products.

According to a Landor spokesman, Bonduelle needed a new image as its previous visual identity was inconsistent. The new packaging for 1500 products will be rolled out in Germany and France early this year, with the UK following suit.

It features an image of the sun contrasting with foliage. “We want to suggest the richness of the world of vegetables and create a picture of serenity, wholesomeness, care and protection against the elements,” says Landor executive director Pascal Piedfort.

The consultancy has also designed a new brand identity for Bonduelle’s line of conserved vegetables.