The "schnägg" gets rolling
Under the name «schnägg,» fresh salads, soups, and sandwiches are now being sold in Zurich for 5 francs. The name, brand identity, packaging, and marketing were created by Weber Harbeke Partners.
Is it possible to reinvent the contemporary lunch? Fast and cheap already exist, as well as good and expensive. Fast, cheap and still fresh and good, but this form of lunch is still missing, think the inventors of the "schnägg". For all, which pay attention also with the fast food to benefit and freshness, therefore this new Gastrokonzept was developed. Fresh salads, soups and sandwiches for only 5 francs, sold at mobile stands. Behind "schnägg" are the companies Blattwerk Convenience Food and Kellermann. ch, one of the largest salad and vegetable producers in Switzerland. The third-generation family business specializes in convenience salads and produces the "schnägg" products fresh every morning, bright and early. From Ellkon a.d. Thur, the items then arrive in the company's own refrigerated sales truck to two locations in Zurich so far. This guarantees the freshness that is emphasized in the claim "eat fresh". This also implies that it is a new, fresh type of fast food that "makes you fresh".
Besides freshness, sustainability is the second major theme of "schnägg": no meat is used in any of the products, most of the packaging is made of cardboard, and the vehicles are powered and cooled by Kompogas. The brand identity, from the name to the design to the packaging, is by Weber Harbeke Partners. "It's a great pleasure, but also a huge challenge to be able to look after and help shape a brand right from the start," says Managing Partner Giovanni Pucci. But why "schnägg"? Creative Director Thomas Harbeke explains: "It's simple: snails are particularly great salad experts, just like Kellermann.ch AG. As a brand, the word is nice and cheeky and shows how uncomplicated the concept is. We also decided on dialect to emphasize the Swiss origin of the brand. Besides, the products - except for the drinks - all cost just 'en Schnägg'."
In addition to the brand identity and the packaging, the order also includes posters, eBoards as well as the Facebook presence and the Schnägg.ch website, both of which were created in collaboration with the web professionals from Feinheit.
Andreas Panzeri
