Greenway

THE CHALLENGE

Greenway has been a vegetarian pioneer in Belgium for over 25 years. Step by step, starting from a simple veggie fast food restaurant in Ghent, the brand evolved into a Belgian veggie brand, serving catering in restaurants and festivals, retail and food service. To realize their ambition to become the number one Belgian ‘new meat’ brand, Greenway needed a thorough facelift.

THE RESULT IN POSITIVE CHANGE

Today, Greenway is sold in all major retailers in Belgium, with strong ambitions to enter the Dutch market. In addition, the brand is even becoming a stronger player in food service, taking on its role to convince the market to switch to a greener alternative.

STRATEGY

Our strategic approach to the brand was to evolve Greenway from a niche ‘vegetarian product brand’ to an accessible and prominent ‘no meat food brand’, claiming their leadership in the veggie shelves. We encouraged Greenway to step out of their niche corner and focus on taste. Their tools to succeed? A no-nonsense attitude, trust as a Belgian player in the veggie market, their powerful green way story and of course, an attractive range of ‘no meat’ products.

BRANDING & PACKAGING

We transformed the old look into a powerful brand identity, where the arrow in the brand is literally showing the way to a delicious and sustainable future. We built a complete brand world with an ownable tone of voice, giving Greenway its rightful place from restaurant to festival, from packaging to online communication.

To justify their sustainability story, we created a packaging design using less paper and plastic compared to the competition. In addition, the used plastic turned into recycled plastic. It resulted in powerful packaging designs that created the biggest brand impact ever, even while using 3 tons less paper and communication space per year.

THE FUTURE

Greenway believes they can change the world by following the green way, one bit at a time. We are proud to be a long-term partner in their green journey, and together we keep on creating more impact. That’s why we keep on rocking together towards a greener future.