category: advertising

INSIGHT: Smart, busy and socially active women (25-40) don’t have time to prepare a healthy meal yet they like to indulge and take care of themselves.

SOLUTION: A product that has all the nutritious and delicious qualities of healthy meal and can be consumed on-the-go.

BRAND: Mea Pulpa is a brand that can cover a wide range of innovative, edgy products that stand out in a crowd and promote a smart, healthy and carefree lifestyle. In order to create the brand’s character, we formed a set of features which evoke positive emotions and associations by concentrating on key traits: healthy is fun, smart food is not complicated and nutritious can also be delicious. We retained the sinful attitude in both the name and tagline, creating a brand that was:

  • easily memorable and worth experiencing over and over again
  • built around an original and refreshing idea
  • fun to experience (consume) and talk about
  • appreciated for the positive associations it provokes

BRAND STRATEGY & COPY: MORENO BELIC & JELENA GREGOV
ART DIRECTION: KLAUDIA BARBIC & PIERO RICCI