INEDIT – BRANDNEW

SUMMARY

INEDIT by DR.OETKER

Context:

Inedit, a well-known Romanian plant-based brand under the Dr.Oetker umbrella at that time, has traditionally appealed to a more mature audience, particularly during fasting periods.

While its roots lie in soy-based products, Inedit is now entering a new strategic phase, aiming to reposition itself as a modern, everyday lifestyle brand - one that speaks to younger consumers seeking healthier, plant-based alternatives as part of a balanced diet and flexitarians.

CLIENT:

Dr.Oetker

BRAND:

Inedit

INDUSTRY:

FMCG

TASK:

Repositioning Strategy & Packaging Redesign

The Brief / The Challenge

Our task was to help the brand's evolution:

- Refresh the visual identity, including logo and slogan, to reflect modernity and category relevance;

- Develop a new packaging system that increases shelf appeal and delivers clear product communication;

- Create a flexible design architecture that connects a diverse and expanding portfolio (soy, chickpea, pea-based products, etc.) while supporting easy navigation and category differentiation.

So, we needed to maintain brand recognition for loyal users while making the brand more inviting and engaging for new consumers.

The Solution / Design Concept

The new identity brings Inedit into the present with logo facelift and an updated lock-up that introduces a fresh slogan aligned with the plant-based lifestyle.

Our packaging approach balances health cues and craft accents with food appeal. We introduced a distinctive packshot construction - Inedit’s new visual signature, which features the product in both its raw and prepared forms, alongside key benefits and claims. This enhances appetite appeal while clearly communicating versatility and quality.

The design system is built to scale: a flexible visual template that accommodates a wide variety of product types and formats, ensuring both consistency and distinctiveness between products and categories, giving the vast portfolio.

Natural color, craft accents, modern typography and an overall fresh look position Inedit as a relevant, friendly and trustworthy player in the modern plant-based category, while maintaining visual recognizability.