Challenger Brand Strategy for FMCG

CLIENT: Life Health Foods Australia.

The times are changing in the food industry. With ever-increasing consumer concerns surrounding sustainability practices within the food industry, The Alternative Meat Co. is challenging and providing an alternative protein source for your diet.
With their exciting new range of 100% Plant-Based protein products, they’ve truly cracked the code, providing a viable, exciting and environmentally ethical alternative to Meat - a tasty and versatile product that looks, cooks and tastes like meat, and it's ‘Grown Not Bred.’

We developed the AMC brand from whoa to go, mixing a quirky, bright and funky approach to visuals and brand language. The brand was positioned to appeal to meat-eaters and consumers who are flexitarians - including some vegetarian meals in their diet and those looking for an alternative meat option.

The packaging was designed to really pop on the shelf, utilising strong colour blocking and bold illustrative elements that emphasise a fresh, hand-crafted approach. This carefree tone is reflected in the brand language on the pack and really engages with our Millennial audience.

Alt Meat Co's website has been crafted with an edgy look and feel, yet very functional and holds meal ideas and recipes - as well as great video content we developed to be used in all online and social media channels.

WHAT WE DID

Brand Strategy
Brand Positioning
Brand Archetype
Naming
Brand Architecture
Brand Design
Brand Narrative
Packaging Design
Photography
Point Of Sale
Advertising
Marketing Communication
Social Media Assets
Brand Video
Website Design