Pioneering plant-based
What we did:
- Brand Strategy
- Creative Strategy
- Naming
- Verbal Identity
- Brand World
- Art Direction
- Brand Guidelines
The Brief
Help us take a bite out of the £1bn vegan market with a new brand that caters to the growing appetite for plant-based food.
The Insight
Own-brand meat-free had set a worthy precedent but Co-op were perfectly placed to shatter expectations with a pioneering new direction for their own plant-based offering. They needed a brand that would not only entice the most committed of vegans and vegan-ish alike, but could stand confidently amongst the most emergent of challenger plant-based brands.
The idea
Food first. Future focussed. A progressive plant-based brand for all.
No fakes or substitutes. We put good food at the forefront with an optimistic name that captures Co-op's pioneering spirit and the ranges' plant-based roots.
Multiple products, formats and locations in store meant convenience and stand-out was key. So we created a distinct identity and architecture with a strong visual impact – whether it's a singular product or a dedicated merchandised area.
“We took inspiration from the bold, vibrant graphic style of contemporary food delivery services and cultural foodie influences from across the world. No worthy type styles or muted earth tones allowed.”
Julia
Designer
