Penny is a leading German discount retailer with 3,550 stores across Europe.
They had christened their antipasti range Orto Mio (My Garden) but there was a strong feeling that it could break the discounter mode by being more joyous and less overtly cheap.
Often eaten with fingers, antipasti is relaxed, joyful and sociable. WMH’s idea was that it could act as a reminder of the happy summer holidays in the sun that German people love so much.
The packs channel long, light hearted days away from the daily grind of work. They hero the food, making it look as though the garlic, olives, sundried tomatoes and so on, are bursting to get out and brighten up someone’s plate. Simple illustrations, lively 2D typefaces and witty copy lines like ‘we are the champignons’ and ‘you make me blush’ loudly proclaim each product’s character and flavour.