Location: United Kingdom
Project Type: Produced
Product Launch Location: United Kingdom
Packaging Contents: Plant-based ambient foods
Packaging Substrate / Materials: Plastic tube & cardboard outer
Veganuary is set to be the biggest since it began in 2014, and while many people are hesitant to cut out meat altogether, there are a significant number of people looking to reduce their overall meat intake citing health and environmental reasons for doing so.
With a reputation for creating well-loved brands that make great-tasting food easy, Symington’s identified an opportunity to launch an ambient plant-based brand aimed at busy adults who are trying to reduce their meat consumption while balancing their need for convenience. Brandon was asked to come up with the brand strategy, identity, naming, tone of voice and packaging design.
The key target consumers are those who are increasingly conscious of the health and environmental concerns around eating meat, so aim to do their bit and hopefully reap some health benefits too. But, the main thing holding them back is taste and being unclear about the ingredients.
Louise Kennedy, Strategy Director at Brandon, says:
“Plant-based products have really come to the fore in the last year or so, particularly across the fresh and frozen aisles. However, our analysis showed that the category was starting to become cluttered with messages around disrupting meat culture or plant heroism. To cut through the noise there was a real opportunity for Symington’s to bring more plant to the ambient aisle, and for the brand to be more accessible and down to earth than a lot of existing brands in the category. And for the products themselves to not include ingredients you’ve never heard of! It was this that sparked the idea of ‘from seed to plate’ and that so much goodness can come from one tiny seed.”
The Blooming Good Food Company is down to earth, positive and full of flavour, and has been brought to life through a bright and colourful illustrative style that clearly shows what’s inside. And details such as the growing seeds in the ‘O’s of the brand mark add a smile in the mind.
Neil Burke Thompson, Brand Manager at Symington’s, adds:
“It’s our belief that food should always be satisfying and delicious, so a choice to eat plant-based, whatever the reasons, should never mean a compromise on brilliant taste and flavour. The team at Brandon has done a blooming good job of partnering with us to bring this proposition to life on shelf and beyond, and we’re looking forward to seeing consumer reaction.”