Vitasoy - Australia and APC

Plant-Based Goodness

Australia is the world’s third-fastest growing market for plant-based foods, according to the Australian Bureau of Statistics. So, as an advocate for healthy lifestyle and sustainability, Vitasoy was committed to bringing a tastier, more nutritious plant-based yogurt to the market, which would be fully recyclable.

Believe You Me partnered with Vitasoy to develop a wholistic, brand-led approach. We evolved key brand equities such as the Plant of Plenty icon to maintain its presence in a new category, whilst developing a tasty new visual language with Illustrator, Daron Parton.

Over several years, a category-beating soy Greek yogurt taste was developed and successfully brought to market.

Having established its yogurt credentials, Vitasoy then developed a new range of fruity oat-based yogurts. We again worked with the Vitasoy Team to clearly signal this popular new plant-base, whilst promoting a product packed with fruity goodness.

Disciplines: Brand Strategy, Brand Identity, Image Creation, Packaging Design

The expansion from Plant-based Milk into Plant-based Yogurt was a long term project, requiring a strategic portfolio approach. Believe rose to the challenge, achieving a brand design that leveraged Masterbrand Vitasoy whilst simultaneously delivering to Yogurt category cues. As always, the team was a pleasure to work with.
Sophie Veltman
Vitasoy Marketing Manager - Innovation
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