Creating or rebrandng a company that sells both meat and plant based products
This idea came from in my essay talking of the flexaterian trend, I wanted the products to work in tandem together, to work as a means to get people to eat less meat and reduce their intake. The meat would be sold in smaller portion sizes and in preservation forward packaging. It would be sold as like a diet plan so one day have this one day have that. This is to combat the excessive consumption of meat but to try and find a middle ground stopping all together an over consumption. Because To most people it is a very very daunting and hard task to give something up especially something they have been brought up on and enjoyed there whole life. This product and brand will help start the process of reducing or cutting out meat from your diet.
Examples of Companies to rebrand:
Tyson
Cargill
Maple Leaf Foods
Nestle
Bell Food Group
Nortura
Heck
The three best ones I took from this were Tyson, Nortura and Heck, Tyson seemed to be the largest Company with the most business', However I think they kept the meat on the vegan products in separate brands so I would have to create a Tyson overall brand if I wanted to sell both vegan and meat in tandem. Nortura is a Norwegian meat company that has recently released a new line of vegetarian products called MEAT-ish, However with being Norwegian I was finding it hard to grasp all aspects of their brand which would make it very hard for me to communicate it myself, also didn't like the logo and I wanted something to work with from the start. The final Company was HECK which was perfect for what I was looking for but however was already well branded however I had the idea of just creating a campaign around it, to promote the vegan and veggie sausages.
Create a plant based brand
This idea was based around creating a vegan brand that wasn't obviously a vegan brand and was sold as product in-itself, so its demographic would be meat eaters and vegans, so it would be about finding the right balance of communication in selling the product as a delicious things but also as heathy sustainable thing. Don't throw it in peoples faces that its vegan because it will put them off and segregate them.
Ideas for Names
Roots
38
deli
Rebrand SmallHold and Farmshelf
I heard about these two companies through vice and munchies, they are both start ups in New York that place mico farms which supermarkets, restaurants and delis. I liked these because within my essay I talked of globalisation of the food industry and how the modern consumer wants wants more locally grown ethical food and these micro farm chambers fit the bill of the freshest produce you can get. The idea I had for the practical was to rebrand the products but for the UK because the branding they hd already was very contemporary however I would have liked to have taken the brand and appropriated it to sell in the UK markets and show how it would benefit UK supermarkets and restaurants.
Rebrand Veganuary
Veganuary is a campaign for people to try and go vegan in January, which can be a very powerful vehicle for change however I believe the branding isn't very good at drawing in the right demographic it needs to be more accessible to people who eat meat and target them to give it a try, make it more radical and satirical. Show why it's not that hard and eve by just giving it a go does a load of good.
Show how it can be more sustained passed January as well show meal plans and links to restaurants and good meat alternative products make it more interactive maybe make an app.
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