BACKGROUND
Entrepreneur Gemma Michalski wanted to provide a range of fresh and wholesome chilled soups in Germany. The first of its kind on the German market, the products would appeal to busy thirtysomethings. Working mothers in particular.

STRATEGY
Using a ‘tasty, quality, convenient’ strategy, WMH came up with a bright, breezy brand name supported by two straplines, ‘Filling you with happiness’ and ‘Good food for busy people’.

SOLUTION
Hand-drawn character illustrations and typography come together to create an eye-catchingly vibrant identity. Product descriptions are written in fun-loving language and appear in the character’s tummy to convey the comforting yumminess. As well as packaging, the identity was also designed to look great across stationery, promotional items and online.