Bringing together flavour and attractive packaging
Having observed the trend for increasingly plant-based food, food flavour creators Givaudan set a task for the students of Rennes 1 University and Agrocampus Ouest on the DRACI degree course, in association with students from LISAA Rennes on the Interior Architecture & Design and Graphic Design courses: to create a savoury vegetarian dish and a vegan frozen dessert with an innovative concept and packaging.
"When veggie food puts us in a good mood": the core target for the theme for this 13th edition of the competition were flexitarians, who wish to reduce their consumption of meat in favour of plant-based produce. The presentation of the results took place on 15th March at the Contemporary Culinary Centre in Rennes.
Discover the projects in the photo gallery.
Packaging design and communication
Students from both institutions worked in groups on two ideas: a savoury vegetarian dish and a gourmet vegan frozen dessert. The students conducted prospective work on this up-and-coming market.
- "Overall" and "Sweet R&D" Awards: Le Comptoir Veggie for their project’s coherence and its positioning adapted to the target market (see their graphic design guidelines). The students chose to follow the trends of sustainable development and DIY by giving the consumer an active role.
- "Savoury R&D" Award: the World Savoury Crew with its brand Ma Däm opted for a high-end positioning which was visible in their packaging which took the form of a luxury presentation box.
- "Creativity/Innovation" Award: Mama Zara sets itself apart with the story-telling of its trendy "street food" concept based on an Inca legend, which is reflected in its communication strategy right down to the packaging design in the shape of a corn leaf.
Zem, the fourth project by designers from LISAA, was congratulated by Givaudan for its professionalism and strong graphic identity.
In particular, the judges were impressed by the added value of the designers participating in this second edition of the competition.
Sonia Lecomte, Director of LISAA Rennes
Assessment took industrial R&D criteria into account including packaging design, communication and usage, as well as the presentation of the concept, set design and oral and visual presentation. The prestigious judging panel was made up of R&D managers from big name brands including Picard, Daucy, Daunat, Bonduelle, Tipiak, Campbell, Raynal & Roquelaure, Fleury Michon, Bledina, Kerry and Soussana.