Believe it
Brief
The client put on the shelves vegetable substitutes of meat with a traditional taste, form and texture. He presents minced meat, burgers, dumplings and sausages.
Its target audience is vegans and vegetarians, as well as people who eat food of animal origin, but who are ready to try something new. So the client needs to develop a trademark that could tell people about product’s peculiarities and its numerous advantages.
Decision
Researches show that vegetable food becomes more and more popular in the CIS countries, and many people prefer it because of ethical reasons. Based on this insight, Fabula Branding has created the “Good Planet” positioning.
A new brand doesn’t deny the existence of meat, and it doesn’t push you to completely abandon it. They just encourage to make the world a bit more friendly.
You don’t need to totally change your life — it is enough to replace products of animal origin with vegetable products from time to time.
The name “Believe it” continues to develop the idea of positioning, starting communication with an inspiring message.
The name reflects lofty goals of the brand, as well as its intention to change the world for the better.
A trendy and laconic packaging design made the product visually striking. Fabula Branding used a typographic play on letter spacing to create the logo. Cooking methods were explained by using a yummy food zone. The word “ethic” was added to each SKU marker to emphasize that no animal was harmed during the production process.
Moreover, when developing the brand, the producers took into account that "chemicals" in the composition significantly undermine the interest of 45 % of customers.
Components with a difficult spelling are often mistaken for bad "chemicals". To solve this problem, a detailed description appeared next to each component in the composition of “Believe It” products.
