A soft redesign aimed at evolving the brand’s image while preserving its distinctive identity. The visual system was refreshed with a contemporary approach, ensuring strong shelf continuity while enhancing the clarity, immediacy, and readability of the product offering.
The Unconventional project is particularly noteworthy because it required careful consideration of the dynamics of two very different markets—Italy and France—where the plant-based meat category is shaped by significantly different cultural perceptions and consumption habits.
In Italy, products such as plant-based burgers are largely perceived as meat alternatives designed to replicate the experience of eating meat. Consumers seek products that resemble meat not only in taste but also in their visual appeal. For this reason, the redesign adopted a more conservative approach, maintaining a reassuring and familiar visual language capable of evoking the traditional meat category through textures, colors, and compositions that emphasize the product’s richness and juiciness.
In France, on the other hand, plant-based burgers are primarily chosen for their functional and nutritional benefits. They are seen as tasty yet healthy meal options and as a positive alternative to meat, which is increasingly associated with concerns related to health and environmental impact. Here, the redesign—significantly more disruptive than the original packaging—embraced a fresher, more informative, and wellness-oriented approach, highlighting the plant-based nature of the product and its lightness.
This strategic distinction is clearly reflected in the treatment of the key visual, one of the most important elements of the project.
