Monis

Industry

Food & Beverage, Retail, FMCG

Client

Voitto Holding GmbH

Project

Brand Refresh

Services

Repositioning
Visual Identity
Packaging Concept

Year

2025

Background

Monis is a regional food brand rooted in Osttirol, built on traditional recipes, craftsmanship and high-quality ingredients. The product offering reflects a strong heritage. Handmade, vegetarian dishes inspired by Alpine cuisine, combined with modern convenience for everyday consumption.

However, while the product and its origin carried strong intrinsic value, the brand did not yet translate this into a clear and differentiated market position. In a highly competitive food landscape, where consumers are confronted with countless options, it became essential for Monis to define a category it could own—and communicate its uniqueness instantly.

Challenge

The key challenge was to turn regionality into a strong, ownable brand position rather than a generic attribute. Terms like tradition, quality or local origin are widely used across the category, making differentiation difficult if not clearly framed.
We needed to define a positioning that feels authentic and grounded, while still modern and relevant for contemporary consumers. The goal was to avoid both extremes: overly traditional, cliché-driven Alpine branding, and overly modern, urban aesthetics that disconnect from the product’s origin.

At the same time, the existing visual identity created inconsistencies. The previous design language leaned toward beauty and lifestyle cues, lacking clear signals for a food brand, while typography and overall aesthetics did not sufficiently communicate warmth, heritage and culinary relevance.

The challenge was therefore:
– Define a clear category


– Align brand perception with product reality


– Design a packaging concept that transports the new positioning


Solution

At the strategic core, we defined “Alpenküche” (Alpine Cuisine) as the category Monis owns. This positioning captures the essence of the brand: rooted in regional tradition, shaped by nature and craftsmanship, yet relevant and accessible today. It creates an immediate emotional connection while clearly differentiating from generic “regional food” positioning.

Crucially, Alpenküche is not treated as decoration, but as substance. The visual direction avoids nostalgic clichés and instead translates tradition into a modern, refined aesthetic—balancing authenticity with contemporary clarity.

Building on this foundation, we developed a packaging concept that brings the positioning to life on shelf. A modern serif typography introduces warmth, quality and a sense of heritage, while ensuring clarity and confidence in communication. The relationship between “Monis” and “Alpenküche” was refined to make the category visible and immediately understandable.

A distinctive key emblem was introduced as a central element within the concept. Featuring an Edelweiss as a symbol of Alpine origin, combined with cues such as “Wertvolles aus Osttirol,” it anchors provenance, quality and trust directly on pack, while highlighting key product attributes like regional sourcing and vegetarian ingredients.

The packaging approach emphasizes product authenticity and simplicity. Transparent vacuum packaging brings the product closer to the consumer, complemented by a structured paper banderole that carries brand, product information and key messages. This combination balances honesty, functionality and shelf impact.

Together, the positioning and packaging concept establish a clear direction for Monis: modern Alpenküche—rooted in tradition, designed for today.


Impact

Ownable category

Clear positioning through “Alpenküche” as a distinct and memorable space

Stronger differentiation

Shift from generic regional food brand to defined culinary identity

Aligned perception

Brand now reflects product quality, origin and craftsmanship

Improved shelf presence

Packaging system that balances authenticity, clarity and visibility


Credits

Thiemo Gillissen
Raphael Copony

“The brand connects emotionally in a way we didn’t have before. It feels familiar and authentic, but still distinctive enough to stand out. The concept of ‘Alpenküche’ gave us something bigger than a product. A category we can own. People immediately understand what we stand for.”

“The brand connects emotionally in a way we didn’t have before. It feels familiar and authentic, but still distinctive enough to stand out. The concept of ‘Alpenküche’ gave us something bigger than a product. A category we can own. People immediately understand what we stand for.”

— Johanna Plösch, Brand Director