The Australian plant-based sector has evolved exponentially in recent years. It’s now a mature category, with an explosion of brands and product types (soy, oat, almond, etc) jostling for attention via claims of better nutrition, functionality and flavour.
Since 2016 we’ve worked with Vitasoy to position the brand as the leading voice in the category. Including creating powerful brand equities – beginning with the Plant of Plenty – that unify the brand globally and provide a strong sense of brand recognition and meaning across multiple categories and regions around the world.
Recently we were asked to build on our work, and to once again reestablish Vitasoy’s position as category leader.
With plant milks having become one of the more complex aisles for shoppers to navigate, we needed to restore clarity. To make the brand easier to find. And project a renewed sense of pride and confidence.
The solution was to own red. A colour with strong heritage and equity for the brand. Confidently heroing red takes a masterbrand approach, and acts as an in-store beacon helping consumers find the brand across flavours, formats and categories.
Paired with a simplified and prominent Plant of Plenty, the new Vitasoy brand is bolder and more distinctive than ever.