SOU — Vegan Food
EN: SOU is a very special project for us and for the whole society. Our ambition is to change the positioning of vegan companies, from branding, product and packaging perspectives. The purpose is to bring fun to this market segment by being daring with the product offering and packaging shades. The vegan market currently has leveraged monochromatic and natural colors to illustrate its brands. Our idea is to promote the opposite of that. We focus on an exciting, brilliant brand that our audience could feel the freshness and liveliness of the products through the packaging. A project full of life.
Our scope of work ranged from the creation of naming and identity to the design of packaging and interfaces for digital touchpoints. We started with market research identifying opportunities where we would insert the SOU brand and how it would behave. We conducted surveys with potential users and resulted at the desired positioning and what would be the main archetypes and attributes that would drive the brand. After that, we started to create the brand identity that we wanted to show something simple but memorable. Done that, we unfolded the identity in cheerful and colorful packaging bringing a different chromatic palette to highlight the flavor of each product. The main focus for creating the packaging was to be as minimalist as possible and provide only the information needed to be easy to understand. Always focused on the user.
