Vegeterra is a new sub-brand of the grocery store chain Lidl, created for the Greek market. The packaging design for the frozen vegetable bags was developed with a target group in mind that is both health- and price-conscious. The message of affordable quality and freshness is visually conveyed by referencing closeness to nature and its processes. The logo is a visual representation of the name Vegeterra using patterns of cultivated farm land. The appetising crops from this farm land are presented in a paper grocery bag, combined with an image that covers most of the packaging’s front and back.