Gen V Packaging Makes Eating Veggies Look Like Fun

The Quebec-based hydroponic lettuce and organic vegetable producer GEN V worked with Reumont Design to redesign their packaging system. The result is a bold and vibrant design style full of unexpected colors for the category. Eating your greens has never been this fun.

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New brand image and packaging for GEN V, a Quebec hydroponic lettuce and organic vegetable producer. With a strong presence in grocery store produce sections, the Quebec-based hydroponic lettuce producer is evolving, following the introduction of organic vegetables to its range.

Laitues Mirabel is unveiling its new visual identity designed by Reumont Design, inspired by the brand strategy and new name—Gen V—created by Cohésion Stratégies. Fresh, tasty, and healthy vegetables, locally grown, with a respect for people and the environment—that is Laitues Mirabel’s raison d’être. The local family business is proudly carrying the torch of modern agriculture, with its technologically-advanced greenhouses that put a priority on sustainable energy. This mission is what inspired its new brand positioning: the agriculture of new values. Laitues Mirabel is now Gen V, a name that defines the vision of a new generation: a movement based on all things vibrant, vital, and verdant for the future.

The new signature line “Eat true to your values” is an invitation for consumers to consciously choose a local product that respects the environment and communities. The brand identity was developed to reflect the new name, which is modern, energetic, and engaged. All communications reinforce the significance of the name, fostering a strong association with the word “generation” and the many meanings of the letter “V.” From the logo to the packaging, sales and business tools to the website developed through a partnership with Deux huit huit, the brand image remains a powerful and memorable one. Graphic positioning is pleasantly attractive, with vibrant and unexpected colours. A human presence is put forward: when Gen V says “generation,” it means “people.” The logo provides a clear understanding by forcing a two-stage reading. “The idea: to express the brand with a sprout that represents vitality and growth. Like a megaphone, a springboard, the logo propels the message upwards,” explains Caroline Reumont, Creative Director at Reumont Design.

The simple and streamlined packaging platform effectively expresses all the brand values with a value key that highlights Gen V’s commitments: greenhouse grown, non-GMO, recyclable packaging, local family company. The powerful colour codes stand out in the category, making a strong impact on store shelves, which makes Gen V lettuces and other organic vegetables easy to spot. About Reumont Design – Brands are our language, packaging is our billboard, grocery stores are our playing field. Since 2009, we have worked collaboratively, putting our clients at the heart of our creative process. When we design a brand, we believe it must have a lasting impact and generate measurable results. More information: https://www.reumontdesign.com/gen-v