Creative Director: Carl Johan Larsson
Location: Denmark
Project Type: Produced
Client: TiNDLE
Product Launch Location: Global
Packaging Contents: Plant-based chicken meat
Packaging Substrate / Materials: Cardboard, paper and aluminium
Printing Process: Digital printing

Chicken-Alternative TiNDLE accelerates the Plant Revolution With New Brand Design

The plants will save us. And Singapore food start-up TiNDLE is paving the way with its delicious plant-based chicken. Scandinavian consumer brand agency Everland helped define and design an attention-grabbing brand to reflect the experience and encourage chefs and consumers worldwide.

In 2020, the alternative protein industry raised $3.1 billion in investments—more than in any single year in the industry’s history. Why? It provides solutions to some of our most serious challenges — from climate change to global hunger. Plants need less land and water and emit fewer greenhouse gasses. It’s the obvious solution.

But how do you make the plant-based choice the preferred choice? The Singapore start-up TiNDLE and Scandinavian consumer brand agency Everland worked together on a curious brand experience to get the plant-based alternative growing.

Brand the Plant
TiNDLE is about awakening the child in you, daring you to try something new, just because! It’s a good brand position for a new food label, and it sparks new life into any menu. The new brand focuses on the feelings and helps people enjoy the experience and sensation of trying something new. Just like the name TiNDLE gives a strangely familiar taste and texture just by saying it – it’s precisely that experience you get when you’re enjoying this chicken, made from plants.

“We turned TiNDLE into being a brand of curiosity. It is about being strange, palatable, attention-grabbing and curious for more. The flexible design makes it easy for restaurants to be as much TiNDLE as they desire, but one thing is for sure; when you see the TiNDLE flag waving, you know you’re in for a tasteful treat!” – Carl Johan Larsson, Creative Director and Partner of Everland

The brand position is also the perfect fit for a fresh tonality and a design that turns heads. Combined with the intriguing name, it is bound to make people talk. Still, the target audience was not your average consumer but another highly demanding group; head chefs of restaurants.
“Everland really understood our brand strategy and who we are, which was a fundamental step to be able to craft the identity and personality of TiNDLE. I was particularly impressed with the high quality and wide range of routes that the team explored during the creation process, helping us land in the current one. I would be happy to work with Everland again on future projects.“ – Jean Madden, CMO of NextGen Foods, TiNDLE

Full Steam Ahead
TiNDLE is reaching more and more people and plates. Right now, they are present in Singapore, Hong Kong, Macau, Dubai, Abu Dhabi, and Kuala Lumpur. It is on the menu in many prominent places, including Michelin star restaurants. If you’re hungry for more, just follow your tastebuds; there is most likely a TiNDLE dish coming to a place near you.

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