Green food is the future

      How do you present a wholesale brand in a way that attracts attention and makes the brand’s personality come across? When it comes to Greenfood – the food sector group that manages brands like Picadeli, Daily Greens, and SallaCarte – the answer was a striking visual identity and a brand language that grabs hold of you – and refuses to let go.

      “I am very happy with the new website! Stendahls have captured Greenfood’s mission and vision perfectly. The content-driven approach with bold design, and engaging stories, along with the investor site, has made information readily available to our target groups. Additionally, the AI-generated visuals have animated our vision and brand in a cost-effective and unique manner. I am proud of the outcome, the entirely innovative concept truly reflects the essence of Greenfood.”

      — Magnus Wallin, Head of Communications, Greenfood

       

      Background

      Greenfood is a Swedish corporate group in the food sector, the owner of brands such as Picadeli and Daily Greens. To embody their energy and commitment to sustainability, they found themselves in need of a new website – one that could make a bold statement regarding their mission and vision. The website has several target groups with different reasons for visiting. However, two key objectives were to make information readily available to investors and sustainability experts, and to give the company’s social initiatives and the larger story of the brand the space and impact they deserve.

      Six iphone mockups showing various parts of a website.

      The solution

      Stendahls took on the challenge of using a content-driven approach, employing a confident and slightly cheeky tone of voice and a bold design language with information presented as engaging stories and articles. This was then paired with a strong and direct investor site.

       

      We wanted to position Greenfood as a challenger in an otherwise neutral and cautious B2B world. So, we built in an information architecture with a defined set of cards to prioritize key content and help visitors to quickly and easily get an overview and find their way. Each card should tell a story about the company, guide the visitor to read more, and express the brand’s character. The overall goal of the design was to encourage browsing. Additionally, the filter should tell a story on its own. 

      UX AWARDS

      Shortlisted by expert jury

      The new website stood out among 550 participants from 50 countries, due to its innovative approach to delivering user-centered experiences in the food industry. 

      AI-generated images

      With the help of carefully prompted AI-generated images, Greenfood’s vision and brand has come alive in a cost-efficient way. This way, we avoided using traditional, generic food images and opened up for the brand’s own, more distinctive design. 

      A grid of black and white AI-generated images of food, plants and space.

      Where transparency meets bold design: The new investor site

      We’ve added an investor site to sit alongside the homepage articles, focusing on the essentials: financial and sustainability information. It’s straight to the point, while still reflecting our strong visual identity, supported by illustrations. The two sections work together, enhancing and strengthening each other. And while the investor site keeps a traditional menu, we’ve given it a bold twist to make sure it stands out.

      A black background with pink and white illustrations in a playful manner.

      Extending the brand beyond the web

      Our work with Greenfood didn’t stop at the website. To truly amplify their brand presence, we developed a cohesive strategy for social media content and PR campaigns that mirrors the bold visual identity and distinct tone we created for their web platform. From defining their vision, mission, and target audience to crafting a unique tone of voice, we ensured every piece of content reflected Greenfood’s personality and values.


      Whether it’s engaging posts that highlight their sustainability efforts or PR initiatives that put their story in the spotlight, our approach has been to keep the communication sharp, vibrant, and always on-brand. The result? A consistent narrative across all channels that captivates their audience and reinforces Greenfood’s position as a dynamic leader in the food sector.

       

      Check out the video below to see one of our PR campaigns in action. 

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