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Grupa Dawtona

Everything Dawtona says beyond the shelf

Grupa Dawtona came to us with a logo and labels already in place. On that basis we built a whole visual language and made the brand's communication much younger. Today that adds up to over 90 projects for six of the group's brands, including separate websites for different needs.

  • Visual language
  • Websites
  • Social media
  • Presentations
  • Leaflets
  • Trade fairs
  • Renders
  • 3D animation
Where we started
Client
A leading Polish processor of fresh vegetables and fruit. Most of its raw produce comes from its own fields, and Dawtona runs production itself, from the field to the finished product.
Scope of work
3D renders, Animation, Website, UI/UX Design, Rollout, Coding, CMS panel, Video editing, PPTX presentations, Leaflets and brochures, Copywriting
Online

Starting point

The logo and labels were already there. But a logo won't make a presentation for anyone.

Dawtona means over a hundred products, several brands, its own fields and plants right next to them. Add sales reps, an export department, marketing and stand staff from Dubai to Cologne. Every one of them does something with the brand every day. Without shared rules, everyone does it their own way and the brand drifts apart.

That's what Dawtona came to us with. The logo and labels were designed by another agency, and we built on them a visual language for all the communication: social media, presentations, leaflets, trade fairs, websites, renders and animations. We go on to develop and maintain the websites, and we also make videos and materials for special campaigns.

  • A Dawtona post: “Spanish tomatoes? No, Polish. From Dawtona. From Błonie.” with passata and tomatoes.
    Social media
  • Slides from a Grupa Dawtona presentation: an export map, the cover, competitive advantages and figures about the company.
    Presentations
  • An unfolded leaflet for Dawtona fruit mousses with a grid of products.
    Leaflets and catalogues
  • The Grupa Dawtona trade fair stand from the Dawtona Frozen side: a blue wall with a freezer and a red sign with the Dawtona logo above the meeting area.
    Trade fairs
  • A laptop showing dawtona.pl: a jar of concentrate among tomatoes and the tagline “Iconic taste, Polish origin”.
    Websites
  • Animations

Communication

Post, slide, leaflet, stand, website and video. All of it sounds like Dawtona.

On social media Dawtona keeps it short and tongue-in-cheek: “American corn? No, it's our Dawtona. From Błonie.” In a sales presentation it counts hectares and export countries. On a trade fair stand it has a few seconds to make someone stop. The rules stay the same; only the format changes.

We prepare files for web and print, including graphics for entire trade fair stands.

Americancorn?

A can of Dawtona Gold sweetcorn turns from the back, with its barcode, to the front with the Dawtona logo.

No, it's our Dawtona.

From Błonie.

Social media The “Straight from our field” campaign

A foreign association, a Polish answer. Eleven lines built on the same idea.

“Italian passata? No, it's our Dawtona.” Each line sets a foreign name against the product's Polish origin, in the fields near the town of Błonie. The campaign has 66 graphics: 11 lines in six formats, from square to story, and we made an animation for each line.

Materials for the group

Presentations for the trade, trade fair stands, leaflets and posts for six brands. One visual language in every format.

Presentations

  • The cover of the Dawtona Group presentation: tomatoes on the vine and a red panel with the logo.
  • An “Our competitive advantages” slide with four photos of fields, the processing plant, sauces and vegetables.
  • The cover of the Dawtona Frozen presentation with frosted fruit.
  • A slide about quality thanks to fields right next to the plants, with products and a figure of over 90%.
  • A “Product portfolio for HoReCa” slide on a green background with cans in large packs.
  • A “Dawtona Group” slide with five business areas and the brands' logos.
  • An “Export bestsellers” slide with export products.
  • A slide about Dawtona HoReCa pizza sauce with a can and tomatoes.
  • A “From field to fork” slide with an export map and figures.
  • A “Crops” map of Poland with crop icons.
  • A slide about apple mousse in a large jar with production figures.
  • A Dawtona Frozen “Packing options” slide showing types of packaging.
  • A “Production facts in numbers” slide with a map and production figures.
  • A “Brand differentiator: farming in our DNA” slide with a cornfield.

Trade fairs

  • A render of the Grupa Dawtona stand at the PLMA trade fair: a red sign with the logos of three brands above a white structure.
  • Walls of the Dawtona stand “Straight from our field!” with photos of tomatoes, a map and figures.
  • The same stand from the Dawtona Frozen side, with a blue structure and a freezer.
  • A render of the “From field to fork” stand with a field wall and a screen.
  • A visualisation of the PetCuisine stand in dark green.
  • The meeting area of the Grupa Dawtona stand seen from above.
  • Stand wall graphics with an export map and photos of tomatoes.
  • The Grupa Dawtona stand from the PetCuisine side, with dark shelving.
  • A flat wall of the meeting area with figures about the group and a photo of tomatoes.
  • A visualisation of the PetCuisine stand with a white sign.
  • The front of the stand with a screen and the Dawtona, Frozen and PetCuisine zones.
  • Walls of the Dawtona Frozen stand with products and fruit.

Leaflets and posts

  • The cover of a Dawtona HoReCa leaflet with a chef and products.
  • A post reading “These aren't Spanish tomatoes. They're Polish, from our fields near Błonie.”
  • The cover of a Dawtona fruit mousse leaflet with strawberries.
  • A HoReCa leaflet page with products in large packs.
  • A post reading “Italian passata? No, it's Polish Dawtona.”
  • A mousse leaflet page with the range in pouches.
  • A HoReCa leaflet page “New: mousses, jams and plum butters”.
  • A post reading “French peas? No, Polish. From Dawtona.”
  • A HoReCa leaflet page “Our range includes” with the B2C portfolio.
  • A post template “This is where we grow. Innovation.” with corn.
  • A leaflet page with the range of mousses in pouches.
  • A HoReCa leaflet page “New: sauces”.
  • A post with a tomato field and a red panel with products.
The Grupa Dawtona trade fair stand from the front: a red sign with the logos of Dawtona, Dawtona Frozen and PetCuisine, white shelves with products and a red counter.
An unfolded leaflet for Dawtona fruit mousses: a cover with strawberries and an inside spread with a grid of mousses.
A Dawtona catalogue spread with the product range and a green “Portfolio B2C” bar.

Motion A younger customer

We made Dawtona's communication younger. Today it speaks to a much younger customer.

Hardly anyone in this category uses motion, so for us it was an opportunity. A static photo of a jar won't win over younger customers, but motion will. Cans roll, bottles spin, jars slide into the frame, and the brand instantly looks younger and bolder. The renders were only a tool. The effect was the point, and it worked.

We set up every animation by hand: light, material, pace and the reflection of red in the glass. A chatbot can make a picture in seconds these days. It can't make motion that suits a particular product.

A white clay ketchup bottle with an orange mesh, on a burgundy background.A light clay ketchup bottle lit by a lamp from the left.A red ketchup bottle with the Dawtona Ketchup Pikantny (hot ketchup) label.Three Dawtona ketchup bottles: mild, hot and zero. The client's photo of a ketchup bottle, seen from the side.

Model We build the bottle ourselves from the client's photos. It starts as a shape with 35 vertices, and mirroring and smoothing turn it into the body.

Light Light and materials are set up before any colour goes on the bottle.

Label The client's label goes onto the model. Its mesh hugs the body, so the graphics sit just as they would on a real bottle.

Render The same bottle next to the Mild and Zero variants in the finished animation on dawtona.pl.

The group's websites

A large group with different audiences. We built a separate website for each need.

dawtona.pl Brand website

The animations aren't the most important thing on this website. What matters most is that nobody gets lost among 112 products.

Dawtona's range is large and tricky, from passata and ketchup to mousses for children and barszcz, a Polish beetroot soup. We arranged it into ten categories, each with a short tagline, and gave seven of them their own animation. A category leads to its products, and each product leads straight to its neighbours, with no need to go back to the start. Animations also open the home page and the brand page.

We did the rest in-house too: design, icons, animations, copy, code and deployment. Dawtona's marketing team builds new pages from 33 ready-made blocks and changes the content on its own. After launch we stayed with the website: we roll out updates, create new graphics and look after the code.

Goal
Dawtona had changed its packaging, so the website had to keep up: tie in with the new labels and strategy, show the freshness, juiciness and quality of the products and the brand's Polish roots, and promote the products as well as possible.
Solution
Plenty of animation and interaction, product videos and varied, original layouts. The brand and its range presented in a modern way.
Result
A fresh look of its own that underlines the brand's position as market leader.

Wyśmienicie świeże

  • Boloński z bazylią 520 g
  • Boloński z bazylią 700 g
  • Spaghetti klasyczny 520 g
  • Spaghetti klasyczny 700 g
  • Słodko-kwaśny 520 g
  • Słodko-kwaśny 700 g
  • Indyjski 520 g
  • Pomidorowy ostry 520 g
  • Pomidorowy ostry 700 g
  • Meksykański 520 g
  • Meksykański 700 g
  • Pomidorowy ze śmietaną 520 g
  • Pomidorowy ze śmietaną 700 g
  • Chiński 520 g
  • Tajski ostry 520 g
A jar of Dawtona tomato concentrate rolls between the lines “Iconic taste” and “Polish origin”.
A phone showing dawtona.pl: the “Polish vegetables without preservatives” section with a photo of tomatoes.
Two phones showing dawtona.pl: the Bolognese sauce card with basil and the “Iconic taste” section.
A laptop on a white plinth showing dawtona.pl: a jar of concentrate among tomatoes and the tagline “Iconic taste, Polish origin”.

Key visual dawtona.pl

At first glance two things should be clear: it's tasty, and it's Dawtona.

Dawtona's signature red with a soft beige keeps the look in check and draws attention to the products. The layouts are varied, the navigation is simple, and the brand's Polish roots show from the very first screen.

Hands peel back the leaves of a corn cob in a field.
A Dawtona post: tomato plants against the sky and, next to them on red, a can of chopped tomatoes and a jar of concentrate.

dawtonafrozen.pl Frozen food for business

Frozen food isn't a cheaper substitute for winter. It's a vegetable caught at its best moment.

Dawtona Frozen produces and exports frozen vegetables and fruit. It focuses on natural produce, quality and a careful choice of raw materials, and sells to businesses: importers, retail chains, processors and caterers. Customers like these decide on numbers, so the website speaks in facts: own fields, production capacity, an export map and certificates. In Polish and English, because enquiries come from all over the world.

The website follows Dawtona's identity but gives Frozen a recognisable look of its own. A simple, clear structure presents a strong, reliable partner, while videos and small interactions show the products fresh and in motion.

The hardest part was changing how people see frozen food itself. The vegetables are harvested at the peak of the season and frozen no more than 2–4 hours after harvest, because Dawtona's fields lie right next to its plants. That's why in winter they're better than “fresh” vegetables that spend days on the way to the shop.

Brand keywords

  • Naturalness
  • Reach
  • Stability
  • Taste
  • Partnership
  • Trust

From harvest to freezing

2–4 h

That's all the time between harvest and freezing, because Dawtona's fields lie right next to its plants.

  1. Field
  2. Harvest
  3. Plant next to the field
  4. Freezing
The dawtonafrozen.pl website, from the “We maintain the highest quality standards” section with a frosted mix of vegetables and fruit, through “Why us?”, figures and own fields, to export reach.
A tablet showing the “About us” page on dawtonafrozen.pl: figures about the company and a strip of photos of fields, the production line and fruit.
Three dawtonafrozen.pl screens on a phone: “Your B2B and private label partner”, “A trusted partner and producer” and “Products from field to frozen”.

dawtonahoreca.pl Food service

The same brand, a different kitchen. Here the customer is a chef.

Moving into food service meant a new category and new audiences: chefs, distributors, chains and production plants. The communication stays close to dawtona.pl, so it's clear whose brand it is, but it speaks to someone else and shows products in large packs.

We built the structure around video: recipes with videos, chefs who recommend the products, and a background video on every product page. Plus the events Dawtona supports. A product page has what a buyer looks for: pack size, ingredients, nutritional values and a downloadable product sheet, with recipes using the product below.

The website is built from modules we had made earlier for Frozen. One system for each new brand means a shorter road to launch and less code to maintain. Dawtona's team was trained, received a 16-chapter manual and changes the content on its own.

A Dawtona HoReCa leaflet: a map of Poland with sales contacts, figures and products for food service.

mocpomidora.pl WOŚP charity quiz

Knowledge and ideas decide the prizes. The whole mechanic is built on that.

Moc Pomidora (“Tomato Power”) is a Dawtona quiz played during the Great Orchestra of Christmas Charity (WOŚP), an annual Polish charity fundraiser. It has the spirit of Woodstock, so it's loud, colourful and full of animation. And it has to be simple.

A prize game won by chance counts as a lottery, and in Poland lotteries have to be registered. That's why in Moc Pomidora points come from correct answers. Each player gets 10 questions drawn from a pool of 60. A correct answer earns a tomato, and five tomatoes open up an entry: a photo or video from an active day. Prizes are awarded by a jury that judges the idea.

We've run the quiz for four Grand Finales in a row. The layout stays, because it works, while the look changes with every Finale. In the latest edition the mechanic changed too, as Dawtona preferred fewer but more engaged players. We also refresh the sponsor's TV spot every year.

For Pol’and’Rock Festival, which Dawtona sponsored, we made a sponsor animation and a short spot.

A laptop on a grey plinth showing mocpomidora.pl: “We play for health!” on a red background with tomatoes.
Four phones with Moc Pomidora quiz screens on a dark background.

Scale

Over 90 projects for one group. Lots of work, done fast, without diluting the brand.

We count separate jobs only. Revisions, product updates and day-to-day website changes aren't included.

  • 90+ projects for the group's brands
  • 6 brands: Dawtona, Dawtona Frozen, Dawtona HoReCa, Drugie Śniadanie, PetCuisine and Pokket
  • 8 websites for the group's brands
  • 112 products organised on dawtona.pl
  • 33 blocks the marketing team uses to build dawtona.pl pages on its own
  • 66 graphics in one social media campaign: 11 lines in 6 formats
  • 23 post templates in Figma for Dawtona's designers
  • 20+ jobs with animation or video, from posts to a TV spot
  • 11 trade fair stands, from Amsterdam to Dubai
  • 10+ presentations for the trade and partners
  • 45 slides in one partner presentation, in Polish and English
  • 4 WOŚP Grand Finales in a row with the Moc Pomidora quiz

Tools

Sales works in PowerPoint? Then we work in PowerPoint.

We don't make clients change their tools. Presentations for sales reps are made in PowerPoint, because that's where sales works, and the templates are handed over in Microsoft Office for the team to edit on its own. Leaflets and catalogues are laid out in InDesign, because they go to print.

For everyday posts we built a template system in Figma: three communication pillars, each in portrait and landscape. Designers from Dawtona's marketing team go in on their own, copy a template, change the text and photo, and make new posts without us. Every post looks like Dawtona, because the rules are built into the template.

A Figma file with Dawtona's post templates: the Innovation, Relationships and Responsibility pillars, each in portrait and landscape format, with a landscape tagline layout below.
  • Post: “American corn? No, it's our Dawtona. From Błonie.” with cans of sweetcorn.
  • Post: “Spanish tomatoes? No, Polish. From Dawtona. From Błonie.” with passata and tomatoes.
  • Post: “Mexican beans? No, it's our Dawtona. From Błonie.” with a can of red kidney beans.
  • Post: “Faraway plantations? No, Dawtona's fields. From Błonie.” with a tomato field.
  • Post: “Italian passata? No, it's our Dawtona. From Błonie.” with two bottles of passata.
  • Post: “Fruit mousse? No. Seriously strawberry. From Dawtona.” with strawberry mousse.
  • Post: “Luxury in a jar? No. It's standard from Dawtona.” with a jar of gherkins.
  • Post: “Fairy-tale peas? No. From Dawtona. From Błonie.” with a can of peas.
Dawtona cans, jars and bottles scattered on a red background, seen from above.

Why it matters

Large companies rarely have a problem with their logo. The problem is what happens to it inside the company.

First we tidy up. Then we set up the process: templates, rules, instructions and training that marketing and sales actually use. Within a system everything moves faster, so the company saves time and money, and the brand grows stronger with every project instead of fading.

That's how we work with Dawtona. And how we can work with your team.

More projects

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