Penny, the third largest discounter supermarket chain in Europe, commissioned the brand agency HAJOK with the packaging design for its organic brand Naturgut. On-shelf, the packaging should be confident, creative and high-quality, appealing to a young, modern target group. Food trends are also part of the broad product range of the organic brand, including so-called superfoods. The water solubility of the finely ground baobab, maca and spirulina powders served as inspiration for the packaging design. In each variant, the watercolor illustration of the fruit gently frames the packshot of the powder, communicating the naturalness of each of the three products.