In a strategic move to reinforce its dedication to innovation, a leading plant-based food company has undertaken a comprehensive brand refresh.
The redesigned brand identity, a collaboration with design agency Kuba & Friends, aims to elevate the company’s presence in the competitive plant-based market. Central to this new identity is the evolution of the signature hand holding a fork logo, now integrated within the ‘S’ of the brand name, thereby maintaining a consistent appearance across all packaging and touchpoints.
A notable visual addition includes a scenic backdrop of blue sky and clouds on the packaging, which symbolises a “new dawn in plant-based food.” This shift from meal shots to close-ups of the product itself places the focus squarely on the food, underlining its importance.
Chief Executive Officer Mark Cuddigan remarked: “We wanted a change, and this changes everything. Our tone of voice has always been fun and cheeky, but visually, we needed to stand out more.” This statement reflects the brand’s intention to lead a revolution in how plant-based food is perceived, promising products that are both delicious and nutritious.
The refresh extends beyond packaging, incorporating a refined tone of voice developed in partnership with Reed Words, and a new brand line crafted by St Luke’s Agency: ‘This changes everything, about plant-based food’ – signalling the company’s intent to redefine public perception and experience of plant-based cuisine.
In addition to visual updates, the company plans a digital overhaul, with website and social media refreshes slated for the new year. The transition to the new brand will be gradual, with both new and existing branding expected to appear in stores throughout the early months of 2025.
The brand’s comprehensive refresh symbolizes a commitment to innovation and leadership in the plant-based sector, intending to transform consumer experiences with its enhanced visual strategies and messaging.
