With its ready-made meals, Saarioinen is the undisputed leader of the Finnish fridge. But leadership comes with responsibility — to anticipate evolving consumer desires while staying true to beloved traditions. The challenge was to rebalance the portfolio between everyday classics, convenient favorites, and more inspiring recipes. We needed a design and segmentation system that could help consumers navigate a wide variety of delicious meals, while reinforcing Saarioinen’s role as a trusted, forward-thinking food brand.
We created a modern, iconic visual system that celebrates what makes each meal segment unique. From comforting classics to bold new flavors, every range is clearly identified — making it easier to explore and choose. The design highlights not just the tastiness of the food, but the joy of eating well with ease: spontaneous, diverse, and delightfully human. Saarioinen is more than just a fridge staple — it’s a daily invitation to enjoy good food, made simple.
