VEGME® PITCH x 3 2017
In collaboration with A+X for Vegme®
Vegme® is a new, completely vegetarian protein alternative that uses only GMO-free soybeans from controlled crops in Europe and is launched as one of the first fresh, vegetarian, protein alternatives. Vegme's different products are designed with a vision to change human view of vegetarian options and to be able to offer fresh and tasty vegetarian protein alternatives.
Brief: Vegme® is primarily aimed at flexitarians who like to pay for quality, like experimenting in the kitchen, seeking inspiration in new products and living in big cities. The design will create a strong visual identity for Vegme and give us an opportunity to stand out on the shelf and differentiate ourselves from our competitors. When the target audience sees our products, they will feel and think about the product: Quality, without being exclusive. Looks great. Genuine"
Three of Sweden's top chefs have approved to be ambassadors for Vegme®; Melker Andersson, Mathias Dahlgren, Erik Widegård and Stefano Catenacci. These ambassadors are not paid to go well for Vegme's products.
This first concept is flirting with the restaurant aesthetics while giving confidence, quality and professionalism.
Photographic alternative 2 – this concept is based on the diversity of the individual and expressing unity with the customer. It also testing the bold idea of having a product line exercising emotional branding targeting a specific type of person pushing values rather than taste and heritage.
This graphic concept is based entirely on soybeans and its role in Vegme's products. We iconised the bean and placed it out on a grid system to create as organic graphic elements such as patterns, icons and let it live throughout the product line. A graphic aesthetic that stands out in the shelf.
This concept illustrates the field of use of the product packaging with a simple but inspiring approach. An illustrative developable graphic style that can be taken out both in identity and in product lines.