branding

THIS new brand identity

© THIS
Marketing & Media

THIS Reveals New Brand Identity With Updated Packaging

UK plant-based meat brand THIS has unveiled a new brand identity developed in partnership with London-based design agency Kuba & Friends. The updated branding retains the company’s signature logo with a hand holding a fork, making it more consistent on packaging and across all touchpoints. The typeface also remains the same, though the trademark symbol has been moved and is now within the S of the brand name. A blue sky with clouds has been added to product packaging, symbolising a “new dawn in plant-based food”, and meal shots have been replaced with product close-ups. THIS’s website and social media will also be refreshed. With its distinctive look and feel, the new brand identity aims to capture THIS’s “irreverent tone of voice”, reflecting the brand’s …

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Like Meat product for ProVeg NFH

Image courtesy of ProVeg International
Marketing & Media

Why Consistency is Crucial for Plant-Based Brands

Trying to make your plant-based product stand out on the shelf can be daunting, and can lead to a desire to innovate and rebrand. However, as ProVeg International writes in this week’s New Food Hub article, consistency in branding is often the unsung hero behind the success of some of the world’s most beloved brands. Consistency isn’t just about your logo or colour palette; it’s about creating a cohesive and recognisable brand experience across every touchpoint. Maintaining a unified brand identity is crucial in establishing trust with consumers, whether it’s your product packaging, social media presence, or the tone of voice in your marketing materials. This is particularly important for plant-based brands, where customers are not just looking for delicious products but also for transparency and …

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supermarket plant meats in Germany

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Opinion

Op Ed: Philipp Wolf, Founder of swyytr, Says Plant-Based Brands Are Losing the Mainstream Due to a Lack of Courage

Philipp Wolf is the founder and operator of swyytr.com, a digital food hub that brings together relevant topics from the food sector under one roof and reports on news and trends in the form of several newsletters every week, in addition to his full-time job in private label marketing at REWE. In this piece, Wolf poses that many plant-based brands are failing to stand out due to interchangeable, green-centric branding and lack of originality. Despite product improvements in taste and texture, companies rely heavily on green packaging and predictable names, says Wolf, suggesting that while this may appeal to early adopters, it lacks the distinctiveness needed to attract the mainstream consumer, who prioritizes price, taste, and memorable marketing. Trapped in total interchangeability: how plant-based brands …

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Why brand salience matters in the plant-based market

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Marketing & Media

Why Brand Salience Matters in the Plant-Based Market

Brand salience is crucial for success in today’s competitive plant-based food market. But what does this term mean and how can we build it? Understanding brand salience In essence, brand salience is about how noticeable or prominent a brand is in the minds of consumers. According to marketing expert Byron Sharp, author of How Brands Grow, brand salience is a key driver of consumer choice. While brand awareness indicates familiarity, salience takes it a step further, ensuring that your brand is the one consumers think of first when making a buying decision. Why salience matters in the plant-based market The plant-based market is expanding rapidly, with more brands and products entering the space every day. To stay competitive, plant-based brands must go beyond simple awareness …

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A man holding multiple NotMilk products

© NotCo

Politics & Law

NotCo Challenges Dairy Allegations in Court: 99% of Consumers Know it’s NOT MILK

In a recent appeal against a court ruling prohibiting the use of the NotMilk trademark in Chile, NotCo presented a study by Cadem, showing that most consumers understand that NotMilk is a plant-based beverage despite its branding and packaging displaying the word “milk,” reports La Tercera. Cadem, the country’s leading market research and public opinion company, demonstrates in its Analysis of the reception of the NotMilk product by consumers in Chile that only 0.1% of participants believe that NotMilk comes from a cow. The legal battle began in late 2020 when the dairy farmers union Aproval (Los Ríos Region Milk Producers’ Association) filed a lawsuit alleging “unfair competition” and accusing the food tech company of capitalizing on the reputation of milk and confusing consumers. Last May, the court’s …

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ProVeg NFH

© ProVeg International

Marketing & Media

Three Golden Rules for Front-of-Pack Messaging

Packaging, particularly front-of-pack messaging, plays an integral part of your overall marketing and, if done correctly, will draw in flexitarians to buy and try your product. ProVeg International has recently published an informative article detailing the three golden rules for front-of-pack messaging, which will help to draw in flexitarian consumers, boost profits and promote the plant-based cause. These three key rules are: Make sure to use indulgent language whilst emphasising taste, convenience, health, and familiarity in both your messaging and your imagery.  Opt for ‘plant-based’ over ‘vegan’ in your wording, but consider getting V-label certified to increase credibility and consumer confidence. Consider promoting your product’s sustainability metrics on front-of-pack to appeal to eco-conscious consumers.  Let’s take a closer look at the first recommendation… When designing …

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Marketing & Media

Plant-Based is No Longer Enough? Five Brand Identity Tips & Take-Aways from the Future Food Tech Summit

“I just attended the Future Food-Tech Summit and am still rebounding from the incredible amount of innovation, leadership, and technological advancements that were brought the virtual table last Thursday and Friday,” says Elysabeth Alfano, vegan media star and MD of vegconomist North America.

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lightlife foods burger

© Lightlife Foods, Inc.
Marketing & Media

Lightlife’s Letter: Five Big Takeaways for Vegan & Plant-Based Brands

“When Lightlife’s letter to Beyond Meat and Impossible Foods was released last week, the vegan and plant-based community unleashed its own torrent of anger against the company for this attack against two plant-based trailblazers they deeply admire. Makes sense, right? No one likes a bully,” says Rachel Cook.

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