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        1  Gro 3200 1 Header

        Co-op Defining Opportunity / Brand Creation / Brand Narative / Brand World

        Food first. Future focussed.

         

        The Brief

        Help us take a bite out of the £1bn vegan market with a new brand to cater to the growing appetite for plant-based food and the convenience shopper in mind.

        The Opportunity

        Own-brand meat-free had set a worthy precedent but Co-op were perfectly placed to shatter expectations with a pioneering new direction for their own plant-based offering. Our approach was a compelling stand-alone brand, proudly endorsed by Co-op, that not only enticed the most committed of vegans and vegan-ish alike with a food first attitude, but could stand confidently amongst the most emergent of challenger plant-based brands.

        GRO's positioning puts good food at the forefront - no fakes or substitutes. We wanted an optimistic name that would capture this sentiment, nodding to Co-op's pioneering spirit and the ranges' plant-based roots.

        Our bold and vibrant creative direction took inspiration from the digital graphic style of contemporary food delivery services, as well as cultural foodie influences from across the world.

        3  Gro 3200 3 Range
        4  Gro 1592 1 Advert 5  Gro 1592 2 Wobbler

        Multiple products, formats and locations in store meant convenience and stand-out was key. A distinct identity and architecture creates a strong visual impact whether it's a singular product or a dedicated merchandised area.

        6  Gro 3200 4 Food
        7  Gro 2000 1 Food 8  Gro 2000 2 Food

        Gro's photography style looks to signal a bold, new future for plant-based food. Taking inspiration from the vibrancy of natural ingredients, colour plays a huge role in visualising contemporary flavours. No muted earth tones in sight.

        10  Gro 3200 6 Tote 11  Gro 3200 7 Tee

        Gro is no alternative. A celebratory tone of voice aims to inspire hungry shoppers with expressive language, championing ingredients, flavours and textures.

        13  Gro 3200 Posters World
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