Starting a positive
food revolution
The founder of Veganuary and a talented chef approached us with a clear ambition: to change the way the world eats. We created a positive food rebellion by positioning VFC as a no-compromise foodie brand with all the greatness of junk, and none of the guilt. Unburdened by the self-righteous norms of the category, we had the freedom to celebrate messy, dirty junk food with a feel-good attitude. Starting with a D2C strategy, we transformed the brand quickly for retail as it was exported to global markets.
Indulgent eating without the guilt
Our challenge was to create a brand that appeals to a growing flexitarian market, by positioning VFC as a plant-based alternative to typical junk food. To deliver all of the ‘feel good’ of indulgent eating while adding to that satisfaction by removing the guilt of eating animals.
Rather than talking only to vegans, we needed to create a brand with mainstream appeal. With plant-based meat alternatives on the rise, creating a new brand in this space was a challenge for only the brave.
Shake it up
The solution was to celebrate all of the positive elements of enjoying your favourite junk food, including the feel-good moment of indulgence. At the same time, the brand sticks it to the man with a clear brand ambition to ‘shake it up’, by rejecting the status quo of the food industry and challenging the system.
We created a positive food rebellion by positioning VFC as a no-compromise foodie brand with all the greatness of junk, and none of the guilt.
The Creative Idea
Embracing the spirit of rebellion, VFC twists the visual language of rebellion into something positive. Using graffiti to reframe the status quo, making people think, smile and hungry for change.
A finger lickin’ logo made with sauce covered fingers and paired with an icon that reframes the peace symbol and borrows semiotic codes from the world of activism.
D2C Packaging
The D2C approach gave us the freedom to create a simple yet bold design that not only worked for e-com, but elevated the consumer’s opening experience.
Likened to the fast food takeaway experience, product visibility on pack was deprioritised, in favour of of distinctive and playful brand messaging.
Packaging
The D2C model gave flexibility to explore packaging formats such as ready meal trays that become protest signs.
D2C Packaging
The website paired the distinctive brand packaging with indulgent, messy, feel good food.
Stepping up
to the plate
The success of the brand launch as a D2C offering secured listings with several retailers starting with Tesco.
Whilst the distinctive brand and colour palette stood out in a forest of bland ‘vegan green’, the D2C packaging was not fit for purpose for a retail environment.
We therefore needed to evolve the packaging to meet a completely different consumer experience.
To ensure findability and navigation:
• Increased logo
• Increased variant colour navigation
• Inclusion of product photography
• Change of format to increase brand block on shelf and reduce cost
• More descriptive naming convention
The Impact
From a small D2C business into a multi-market, multi retail outlet and the ‘Unilever’ of vegan food.
“Born Ugly pushed us out of our comfort zone in the best way, creating something that cuts through the noise of the vegan market, and delivers our powerful message while appealing to a mainstream audience. Their process and vision highlighted opportunities far beyond our original brief and they continue to inspire us.”
Matthew Glover
Managing Director of Veg Capital and Co-Founder of Veganuary
