Houdek – "RESPEKT das schmeckt" meatball

The food trend as a hybrid meatball

Houdek Frikadelle Hybrid Launch Graphic Design Claiming Naming Packaging Design Logo Design Line Extension Branding Strategy POS Material

Houdek launches new brand "RESPECT, this tastes good!"

Hybrid food is a food trend that is not necessarily new, but unique in this combination so far. Take a clever combination of meat and vegetable ingredients and out comes a hybrid meatball that reawakens the taste buds and brings variety to the plate.

With the "RESPEKT das schmeckt!" meatball, the Bavarian family-owned company Houdek launches a product that is completely in line with the trend of modern nutrition: consuming less meat and thus making a sustainable contribution to a more balanced diet. This is also reflected in the nutritional values, which even reach the Nutri-Score B. Delicious chicken meat from Germany combined with jackfruit from sustainable and fair trade.

Our first task was to establish a basic strategy for this new product range, which could be launched on the market under the Houdek umbrella. The second step was to design the three varieties for positioning the product. The result is a modern packaging, in line with the current trend, with simple but striking geometric elements and natural illustrations. A design that is symmetrical and highlights the bar name "RESPEKT das schmeck!" in the center of the packaging, gives it an unmistakable personality. The eye-catching color blocking of the graphic elements also serves to differentiate the varieties. An effective way to address the young target group of flexitarians at the shelf and at the same time, as a traditional company, to make a statement for openness.