Nixe – High Protein Tuna Salad
For Lidl’s Nixe High Protein Tuna Salad range, we developed a fresh and modern packaging design that speaks directly to today’s health-conscious consumer. The new design captures the energy and lifestyle of millennials who value nutritious, protein-rich meals that fit into their busy daily routines.
The goal was to transform a traditional category into a modern, healthy choice, instantly communicating protein benefits and convenience to today’s demanding consumer. The final packaging design stands out on the shelf and reinforces Lidl’s commitment to offering modern, healthy, and affordable food options.
Lidl challenged us to create packaging for their new high-protein tuna salad range in the Greek Market, that would reflect the values of a younger audience (Millennials and Gen Z). This target group prioritizes nutritional value, convenience, and post-workout recovery or healthy work-day meals.
The brief asked for a design that clearly communicates the nutritional benefits, highlights the protein content, and positions the product as both a functional and enjoyable choice for people with active lifestyles.
Each flavor variant needed its own identity, while still maintaining visual coherence as part of a unified range.
The main challenge was to move away from traditional, conservative tuna packaging and design a new visual language that feels contemporary, energetic, and aligned with current food trends.
The primary design challenge was to create a package that could simultaneously:
Instantly highlight the ‘High Protein’ claim.
Generate strong appetite appeal despite the ‘functional food’ nature.
Modernize the aesthetic to appeal to a younger, trend-aware consumer, moving away from conventional tuna packaging.
We overcame this by employing a strategy of bold color blocking (using vibrant purple and teal) to achieve maximum shelf disruption. We used dynamic typography to hero the protein message, and using stylized food photography & illustration to make the ingredients look fresh, delicious, and energetic – perfectly meeting the demand for a snack that is both healthy & tasty.
The new Nixe High-Protein packaging design successfully achieved its strategic goals by creating a powerful visual presence that immediately attracts the target consumer. The use of vibrant colors and clear benefit messaging (e.g., high protein) has elevated the product from a commodity item to a destination purchase.
Each variant is distinguished by its own striking background color and playful ingredient illustrations, making the product shelf-ready and easy to recognize. Since launch, the packaging has contributed to strengthening Lidl’s appeal among younger, health-conscious shoppers, positioning the Nixe tuna salad range as a modern, convenient, and desirable choice.
New Communication delivered a packaging solution that is perfectly aligned with current food and wellness trends, securing a fresh, profitable space for Lidl’s Nixe in the ready-to-eat category.
