The Power of vegetables

A global design system to make Bonduelle resonate with greater clarity and desirability.

In an increasingly homogenised plant-based category, Bonduelle needed to reaffirm its leadership, regain impact on shelf, and strengthen its international consistency.

Carré Noir reimagined the brand identity around an existing brand asset: the small leaf within the logo. Transformed into the Leaf of Value, it now lies at the heart of the new system: a marker of quality, a structuring graphic principle, and a more appetising, natural and committed expression of the Bonduelle universe.

The design system is now simpler and more powerful. The logo has been refined, green becomes a distinctive brand territory, and the packs create an instantly recognisable “wall of green.” Nutritional benefits are more visible and easier to read, helping consumers make choices with greater confidence.

Rolled out across more than 300 references, from packaging to international communications, the new architecture gives Bonduelle a stronger, more consistent and more desirable identity — reaffirming plant-based food as an obvious choice for everyday life.