Plant Squad
Plant Squad was founded by three Mexican entrepreneurs to produce plant-based alternative proteins. To overcome the stigma of being seen as just for vegans', which impeded the business's long-term growth and scalability, we worked on the brand redesign seeking not only to differentiate Plant Squad from other products but as well to transmit the feeling of Mexico community and modernity we are constructing. The new logo alludes to the common cause of a growing community interested not only in improving its health via balanced nutrition that doesn't sacrifice flavor, but also in taking care of the planet.
To establish a strategic color palette, we incorporated familiar cues from carnivorous consumers, such as the color black, accompanied by Mexican pink as the standard of a contemporary country. To make our cause more tangible, we consolidated all product information into a single format, challenging the traditional approach of other market products. Additionally, instead of focusing on ingredients or alternative proteins, which may not resonate with uninformed users, we created a nomenclature using the Spanish word "SIN" (meaning "without" or "free") as a banner (i.e. 'milanesa without chicken'). Finally, we sparked curiosity and imagination by showcasing enticing servings of "final" recipes that combine our ingredients with Mexican creativity.
Year: 2021
Agency: Thrust ft. Bala
Research / Creative and Strategic Direction / Service Design
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