A new packaging design was developed and rolled out for Alete GmbH to go with the new ‘little explorers’ positioning. From jar lids to all reverse sides: the new design has been holistically brought to life on more than 150 products. The new design of the Alete brand not only perfectly conveys a tradition spanning more than 80 years, but also the ‘little explorers’ positioning – as well as the food appeal, which had gradually given way to a more industrial image over the years. To help communicate special messages on the front and child-friendly games on the back, the ‘Alete gang’ – a group of little animal characters – have been invented. They appear on packaging wherever appropriate for the product and segment.