Quorn Rebrand
Katie Coleman and Rebecca Roberts
The Design Bridge Dogs Bollocks awards was a competition brief set that encourages students to re design a famous brand. Working as a team we wanted to approach the brief with originality and craft but with a strong story behind our idea. Everything was up for grabs: shape (both pack and product), textures, materials, the ritual and the brand experience. We chose to focus on 4 aspects that were suggested in the brief: Identity Brochure, Advertising, Pack and Product Design.
The brief was very open and gave us lots of room to be adventurous with the brand. When researching brands we were looking for a well-known household name that was lacking in creativity despite being a creative product. This is when we came across Quorn. It sparked our interest because it isn’t just a meat substitute that most people see it as; it is perfect if you are trying to lead a healthy lifestyle. It can disguise itself as anything and can be manipulated to taste like any dish.
For example, Quorn can be the taste of Australia, India and Mexico. Instead of tasting like meat, it can taste like omelette, chilies and flavoring. We started looking at different types of cuisines and the countries famous artworks, to try and give us a style, both being two different things, but still creations.
We created these images that were largely inspired by the countries artwork that the cuisine came from. Aboriginal Art, the sugar skull and paisley; each were designed around the type of food we were advertising. Tequila chicken for Mexico, Kangaroo burger for Australia and Peacock omelette for India, each animal representing the cuisine and are recognised as being associated in some way with the country. The idea challenges people to think about different types of flavors and unusual combinations, which all can be made by Quorn. A logo redesign to show brush marks and represent creation was more suitable for the message we were trying to get across.
What’s your creation? This question represents both the artwork and the cuisine and was expanded onto packaging for food. White plates that represent a blank canvas for creativity, throw in herbs that can change a dish to taste like it’s from another part of the word, chopping boards and napkins, all together being a recipe to create something new.
Poster Designs...
Packaging Designs...
Brochure designs...
Thank you
