No hard peelings
Garly
- branding
- design
Ah, garlic. Toss it in a pan and just seconds later, a delicious aroma fills the room. But the next day, that same smell lingering on your fingers? No thank you. Restaurants have long known that peeling garlic is no fun - they've been using jars of peeled and chopped garlic for ages. Now's the time this chopped delight is here for the masses. Oh hello, Garly!
On a shelf dominated by mostly colorless wholesale products, we've created a brand for the European market that tickles all your senses: from a new visual identity and packaging to tone-of-voice and communication. We positioned Garly as that witty grandmother who teaches you clever tricks on how to serve tasty dishes. The guiding principles: International, warm, slightly nostalgic, comfort (food). Distinctive but without unnecessary frills. Just like the product itself.
The logo is crafted using 'Gooper', a cheeky twist on the classic Cooper Black font - a typeface you'd often spot in vintage food communications. This variation has a few extra curves. By positioning it alongside the chunky letters of the 'Zonk' font, the whole design gains a playful and friendly character with a nostalgic wink.In a produce section flooded by gentle greens and organic beiges, we deliberately chose a palette of striking red and yellow. Red: the universal color of love. A bold signal color that makes you think of your grandma's velvety-fragrant pasta sauce (there she is again). With yellow adding a cheerful and optimistic counterpoint.
The packaging criteria: a low price per SKU, lightweight and efficient to package and transport. With clear visibility of the product itself to immediately show it's fresh peeled garlic, nothing added. The label needs to immediately grab your attention when you're standing in the produce section.All communication is kept minimalistic. Big headings with playful copy and the product, and that's it. This approach perfectly matches Garly's garlic: fresh, flavorful, with a good kick. No artificial additions.The translation maintains the original's straightforward, friendly style, emphasizing the brand's commitment to simplicity and authenticity. It keeps the conversational tone while clearly explaining the packaging and communication strategy.