Taking vegan cheese mainstream all over the world
Together with Brand Strategy guru Peter Economides, Violife approached us with this very exciting challenge, with the additional task that the new brand needs to break the category, and conquer both the US and European markets.
Just as Vegetarian and organic products have become mainstream, Violife wanted to help veganism go from niche to become an everyday choice, and that meant tapping into the trends of flexitarianism and Clean Food. With such a fantastic product, we had to find a way for vegetarians and flexitarians to overcome their preconceptions, without losing authentic vegans who are naturally cautious of mainstream brands.
Positivity came up with the concept of ‘Harmless’ as a neutral platform for vegans, vegetarians, flexitarians and for all the family – knowing that households often have to cater to multiple diets. Vegan products are harmless by nature – there’s no harm in eating vegan and Violife products are just like real cheese, only harmless. Powerfully simple, Harmless is an honest, accessible claim that does not over-promise and it became the foundation for our branding and brand communication. Harmless also captures how veganism has become an accepted dietary choice for many.