The future is urban

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Increasing urban growth is changing living spaces and lifestyles: mobile, digital, global, and networked – this is how Millennials and Generation Z are creating a new way of life. This is accompanied by a fundamentally changed understanding of food and new culinary cultures. With new product solutions and fresh presentation ideas, SALOMON FoodWorld® now offers the food service industry contemporary support for urban food concepts: Urban Taste!

More about the project

Customer
Salomon FoodWorld® GmbH

Industry
Food

Offering
Branding
Print
Motion
Content

Partners
Mazzini
Barbara Lang
Hartmut Seehuber

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Modern city life hardly has fixed mealtimes anymore – people eat when they're hungry, have a craving for something specific, or have the time. Snacking, sharing, and socializing are huge trends. The perfect match for this new food culture: finger food!
The "Urban Taste" product concept, developed in collaboration with HALMA, launches five finger food innovations and four existing product renovations, while also providing concrete support for three key areas of potential: "New Breakfast," "Better Side Dish & Delivery," and "Sharing." At the heart of the product concept is a 24-page innovation brochure that explores these areas of potential in detail. The visuals are equally compelling: the neon color used is striking and expressive, and, combined with a graffiti-inspired logo, creates a distinctive urban look. Striking double-page spreads of elaborately produced food photography and compositions provide the thematic backdrop for the developed solutions. We received support from Hartmut Seehuber and... Mazzini who worked with us to perfect the images we desired and Barbara Lang, who gave our content the final textual polish. As always, the printing specialists at Eberl Print brought it to life on paper, pushing the Pantone 805 Intense color application to its absolute limit for us!

Also “Intense”: The “Urban Taste” concept is being implemented across all media by SALOMON FoodWorld® 2020 – with great passion and enthusiasm, we at HALMA support and produce trade fair materials, print and online campaigns, videos, and much more. A concept that not only says “Urban” on the label, but truly embodies it!