Everybody’s meat free (to feel good)
Flick the TV on in the mid-nineties and you might have caught an advert featuring a fresh-faced Ryan Giggs, tracksuit-clad and listing off the healthy benefits of Quorn burgers. The meat free category has certainly moved on a lot since those days (and so has Ryan). But even as established leaders, Quorn’s ambition was to keep moving forward and make the world’s diets healthier and more sustainable...
Our brief was to create new global brand and packaging design for Quorn that would reaffirm its place as the leading meat free brand and broaden its appeal to new consumers looking for healthy, nutritious, exciting and flavoursome dishes.
Evolving Quorn to capture a new ‘Healthy Discoverer’ audience meant a new approach - a change in mindset from practical meat imitation to accessible meat free inspiration. Delicious food was the answer.
Our ‘Lighter, Brighter Discoveries’ creative platform served up a pack design centred on sumptuous editorial-style photography, designed to feel natural and unstaged, while an approachable, conversational tone of voice invited consumers to surprise themselves with the mouthwatering results of Quorn.
Meanwhile the hidden detail of a ‘Q’ within every food shot was balanced by the bold new ‘Proudly Meat Free’ logo lockup, and a split colour architecture with an imperfect, authentic finish helped to identify the consumption occasion - lunch, dinner or on the go.
A brand new look for a brand new direction. The future’s looking healthy...