Omni Foods is a brand from plant-based parent company Green Monday in China. Its mission is to empower consumers to eat more sustainably and healthily. The brand began in Asian markets and wanted to expand its activities in North America. Aimed at flexitarians and omnivores, the brand needed to improve its brand positioning and strength stand out into a sea of sameness in the plant-based category. Furthermore, the brand’s North American target group struggled with the perception that Omni plant-based meat protein alternatives were engineered foods and not on par with the flavour profile and nutrition of chicken, beef, pork, and fish. We needed to deliver a brand that stood out from the crowd with loads of appetite appeal to encourage trial.
In our discovery process, it appeared that the target’s perceptions were more influenced by the sterile look of the brand and not the products themselves. We developed a brand strategy to elevate Omni as a delicious, premium, go-to brand as opposed to a restrictive commodity in the plant-based category. Leveraging the insight that many feel vegetarian and vegan diets can feel extreme, rigid, and flavourless while in direct opposition with those who eat meat – we created a new look and feel for the brand that exploded with flavour, energy, and playfulness, reflective of its offering. We began by updating the logo to be displayed much more proudly and prominently on pack, locking the exclamation point in with the word mark with added weight for extra excitement and brand recall. We amped up the appetite appeal with emphatic and juicy food photography, reducing the weight of claims around the pack to further amplify the product as the hero element and communicate that this is a whole food and crave-worthy meal. Finally, we departed from the white and green conventions of the category to stand out with bold, bright, and playful colours. We developed animated and cooking video assets for Omni to announce the rebrand across social and digital platforms. The redesign has now hit shelves across the United States and Canada.