In a bold move to reinforce its standing in the realm of plant-based foods, the company previously known by its emblematic hand holding a fork, has unveiled a refreshed brand identity.
The plant-based food company has partnered with design agency Kuba & Friends to launch its revamped brand aesthetic. This significant update includes a redesigned packaging that retains the iconic fork logo, now subtly incorporated within the ‘S’ of the company’s name. The familiar typeface endures, but the packaging has been enriched with a blue sky and cloud motif, symbolising a ‘new dawn’ in the plant-based food sector according to the company.
Product imagery has shifted focus from meal shots to close-ups, ensuring the food itself takes centre stage. This strategic pivot aims to reinforce the company’s dedication to innovation in a competitive market.
The CEO, Mark Cuddigan, emphasised the shift as more than a mere visual update, declaring, “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.” His statement highlights the company’s commitment to redefining the plant-based food experience with what they describe as “ridiculously delicious and nutritious” offerings.
Moreover, the company has engaged with agency Reed Words to refine its tone of voice and crafted a new brand line, ‘This changes everything*, *about plant-based food’, with St Luke’s creative agency. This new slogan encapsulates the company’s intent to lead in altering consumer perceptions and experiences of plant-based foods.
As part of the transformation, the company is also revamping its website and social media platforms to align with the refreshed brand image. The complete rebrand will be phased in over the early months of 2025, with both old and new branding co-existing temporarily on store shelves.
This strategic rebranding initiative by the plant-based food company underscores its intent to maintain leadership in the sector, highlighting its adaptability and forward-thinking approach in an ever-evolving market.
