A soft restyling designed to evolve the brand's image without losing its distinctive traits: in this project, the visual system was renewed in a contemporary key, keeping strong continuity on the shelf while strengthening the immediacy and legibility of the range.
The case of Unconventional is particularly noteworthy because the intervention required a particular focus on the dynamics of the two markets involved – Italy and France – where the plant-based meat category follows profoundly different cultural and consumption patterns.
In Italy, products such as plant-based burgers are perceived as mimic meat: consumers look for an alternative that recalls meat in both taste and visual imagery. For this reason, the restyling was more conservative, keeping a reassuring, traditional language able to evoke the meat experience through textures, colours and compositions that emphasise the juiciness and richness of the product.
In France, on the other hand, plant-based burgers are chosen mainly for their functional and nutritional value: a tasty yet healthy dish, seen as a virtuous substitute for meat, which is associated with negative impacts on health and the environment. Here the restyling, undoubtedly more disruptive than the original pack, favoured a more informative, fresh and wellbeing-oriented approach, highlighting the plant-based component and the lightness of the product.
This strategic distinction is clearly reflected in the treatment of the visual, a key element of the project.
