Pullman | Zero%

Visual Identity and Packaging Design

The development of Zero% was part of Pullman’s new positioning strategy for its lines of breads more aligned with the needs of modern consumers. The strategy was to place less emphasis on dieting and more focus on the product’s multiple benefits and healthiness. In order to do that, the visual identity communicates lightness and simplicity through the combination of the elements “zero” and “%” in the name, the prevailing white, the image of falling grains and the transparency areas that reveal the product. The result was a big success in sales.