Never undermine your brand cues

The world of plant-based foods has taken a bit of a pounding over the last couple of months.

Sales and consumer interest have both waned in the face of increase prices and market saturation of products.

Has the time come to take a slightly different approach with plant-based offerings?

I saw this example, from GU in a store the other day. Now, GU is underpinned by unrivalled, throw caution to the wind, indulgence. This indulgence doesn’t seem to translate that well when plant based becomes the hero of the pack.

It also means that important brand cues are sacrificed making it look like a product from another brand, in this case, Activia.

Introducing sub ranges is a great way of building excitement in a portfolio but it should not be at the expense of your core brand values, especially when your product is so yummy!

There an argument here that plant based may work better as more of an endorsement, rather than a hierarchal lead on pack.

#Plantbased, #PackagingDesign, #Packaging, #BrandDesign

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