Hortex is one of the best known Polish brands, not only in the local market, but also in other CEE countries, especially Russia. It is a market leader in its core category of frozen products (vegetable and fruit based). Socio-cultural changes made the category more attractive to compete in. The previous on-pack communication of Hortex became out-dated and the branding was weak.

To reflect the leading and expert position of Hortex in its visual system, brand identity, brand style, and graphic design for the frozen products. It should be coherent and strongly unified to achieve a powerful brand exposure; however it should also allow for easy differentiation of the product lines.

A red panel on green background was introduced on all products in the portfolio. It emphasizes the logo and acts as a strong branding element. The restyled icon, a warm green flower, symbolizes the natural character of the product. The aesthetic appeal of the packaging conveys the message of the products’ superior quality and the brand’s expertise. The presentation of products in the dishes enhances their taste appeal.