Plant-based meals ready and easy for all publics.
Veganow brings ready, easy, tasty and vegan dishes made with "meat" supplied by the already leading brand, Futurefarm, to vegan audiences and those who want to try new flavors. For the identity, we bring a reference to the original brand, keeping the visual communication different from the market standard, but still attractive, fun and appealing to all audiences.
Researching on the vegan market, we noticed a pattern between brands and packaging identities. The vast majority have light colors, normally present in the nature foods, packaging in natural materials or textures referring to sustainability and light elements that link to health, well-being and the light world. Items that make sense, but are not attractive to new audiences that are not necessarily looking for light or healthy as a priority, but the flavor.
From that, we highlight brands that are also references for this new audience in the vegan market, with identity and packaging that deviate from the previously observed pattern: The contrast between black, often with the textures of blackboard or stone, along with strong and vibrant colors for highlights; The focus on an alternative, modern and youthful identity; Heavier fonts, handcrafted textures; The product photo as a focal point, highlighting the “taste” first.
For Veganow, we also seek this spotlight, both for vegans/vegetarians and for curious carnivores, stimulating conscious consumption and the fall of the meat industry. The focus is not all health and sustainability, but the alternative, young, modern and tasty meals. The identity will be focused on current design trends in a friendly way to stand out on the shelf.
COLORS
Moving away from the traditional pastel colors, we use black and yellow to ensure
the greatest possible contrast and highlight on the shelves.
TIPOGRAPHY
Strech Pro is a modern, bold font with variations of strech that add to the alternative side of the brand. For running texts, we use the Zilla Slab to easy reading in small prints on the packaging and maintain the geometric aspect.
PACKAGING
The final product' photo is the focus on the packaging, also bringing the name of the recipe, the reference to the main ingredient' brand and Veganow elements such as patterns and banners to highlight the product on the shelves.
STATIONARY
The entire identity was then passed on to the stationary and promotional products following the
concepts of modern, alternative, young and cool.
