GRÂNE AURII – BRANDNEW

SUMMARY

GRÂNE AURII by DR.OETKER

Context:

Grâne Aurii – Dr.Oetker’s new frozen pastry brand – is offering ready-to-cook products aimed at the mainstream pricing tier. The frozen food market has seen significant diversification and growth in recent years, growth driven by consumers’ increasing demand for convenience, time-saving solutions and budget-friendly indulgences. The pandemic accelerated these trends, boosting the popularity of frozen bread, pastries and desserts.

However, the frozen pastry category faces a significant perception issue. Consumers often consider such products to be bland, overly processed and inferior to fresh-baked alternatives. This created a need for a packaging solution that both clearly defines the product’s category and actively combats the category's negative stereotypes.

CLIENT:

DR.OETKER

BRAND:

Grâne Aurii

INDUSTRY:

FMCG

Task:

Packaging Design

The Brief / The Challenge:

Design a packaging concept for Grâne Aurii that firmly places it within the frozen pastry segment while elevating perceptions of product quality and taste. The packaging needs to speak to the consumer’s desire for both familiarity and novelty, rooted in tradition yet appealing to modern sensibilities.

The Solution / The Design Concept

Our design solution positions the brand in the frozen pastry segment while redefining expectations -highlighting convenience, taste and indulgence in an elegant and contemporary visual language.

Grâne Aurii’s name and wheat spike symbol clearly anchor the brand in a familiar, traditional territory, providing category cues and trust. At the same time, the overall graphic treatment embraces a clean, modern aesthetic, aligning with contemporary design trends and the lifestyle of the target audience.

A split layout contrasts bold branding with a crave-worthy packshot, spotlighting the product’s fresh appeal. Soft pastels add warmth and shelf standout, while modern type with traditional touches builds a brand that feels both trusted and new.