Our client, a large and reputable food ingredients company, was ready to enter the plant-based category with an array of products. During the initial discussions, we both realised that the new brand needed to extend to a range of plant-based food, instead of for one specific product type. Our mandate was to create a brand that would be launched globally and compete locally. Our brief, to create a compelling and differentiated brand for our client’s plant-based foods. The client’s bold vision and needs continuously evolved throughout the project, which called for an agile process requiring the team to be flexible and adaptive in our approach.

The plant-based food industry has seen vast growth driven by factors such as endorsement by the World Health Organisation, growing concerns about the environmental crisis and a lifestyle rethink enabled by the lockdown. Simultaneously, consumers have pushed back against inaccurate information about plant-based products and lack of transparency regarding processing and undisclosed ingredients.

Our research enabled us to get right to the heart of what matters to both consumers and F&B outlets seeking plant-based food. Understanding their values, beliefs, and mindsets was essential in unlocking the key insight for how to position the brand. The brand’s personality and tone of voice came to life, literally, in a character that became the brand icon. The overall visual language we crafted was purposeful and pragmatic. Its versatility made for engaging applications. The result: a charismatic and captivating brand that breaks through the clutter and engages in a way that resonates at every touch-point or channel.