Just Vegit. Instant potato mash enters the hassled homemaker's heart(h)
Problem A packaging assignment for a potato mix, and a range of processed vegetable foods. The promoter’s vision flies the flag for vegetables specifically, and bemoans the lack of healthy eating due to the pressures of time on the homemaker.
Brand Thinking Of the many virtues of potato mix, savings of effort and time emerged strongest. The approach is aimed towards younger homemakers, and stresses familiarity over newness, and functional utility over elegance, leaving it to advertising to communicate any novelty.
Design The range name Vegit was chosen to semantically and phonetically suggest efficiency. The ‘Just add water’ line was developed. The colour is a key part of the personality, and radiates the energy and optimism of the housekeeper. Soft edges and 3D forms round off the effect.