Plantfolk
•••
Plants milked with love
A plant-based dairy beyond all plant-based dairies
PLANTFOLK tapped Bright as it entered the quickly maturing, venture-capital fueled and private label plagued plant-based dairy category. Uniquely positioned to be a major player, PLANTFOLK had a scalable, nutritionally sound, and great tasting product line teed up at accessible value.
Our consumer and category research indicated that the plant-based dairy category had transferred into what we started calling, the ‘third wave’. The category was going mainstream and the audience profile was changing from niche health conscious and/or sustainability-minded leaders to consumers in transition. Consumers, less interested in advocacy, but actively seeking ways to integrate more plant-based products into their diets. High switching activity indicated an opportunity for new brands to win big on taste.
Our challenge? PLANTFOLK needed to be accessible to this emerging, larger ‘transitioning’ consumer audience. Targeting these consumers, we created a credible name, a fresh voice and an impactful brand expression. Tapping the founder’s generational knowledge of farming, distribution, consumer needs, and retail channels provided a great foundation for this young challenger brand. Our joyful brand personality is inherent in our name and tagline and reinforced in all of our messages and visual cues.
Project Scope
•••
Brand Vision | Consumer Research | Identity Refresh | Naming | Packaging | Brand Extension | Brand Guidelines | Brand Story | Digital Campaign | Social Campaign
