From Niche to Mainstream, Brand Creation for Vegan Food Range

From Niche to Mainstream, Brand Creation for Vegan Food Range  / World Brand & Packaging Design Society

Elmwood - Tesco Wicked Kitchen

" In 2017, one of the most striking food trends was flexitarianism. Tesco wanted to take vegan food from niche to mainstream by filling the gap in ready meals and food-to-go. Tesco wanted to inspire and excite their customers with Wicked Kitchen. To do this we focused on the artistry, craft and precision involved in each dish. Our big idea for the brand was grabbing veg by the bulbs. Something that would capture the spirit of the Sarno brothers and their no compromise love of big, bold flavours. A colourful and vibrant brand that would be delivered with bags of edge and attitude that allows vegetables to take centre-stage. Tesco has doubled its sales forecast for the brand.

From Niche to Mainstream, Brand Creation for Vegan Food Range  / World Brand & Packaging Design Society
From Niche to Mainstream, Brand Creation for Vegan Food Range  / World Brand & Packaging Design Society
From Niche to Mainstream, Brand Creation for Vegan Food Range  / World Brand & Packaging Design Society
From Niche to Mainstream, Brand Creation for Vegan Food Range  / World Brand & Packaging Design Society
From Niche to Mainstream, Brand Creation for Vegan Food Range  / World Brand & Packaging Design Society

Design Agency: Elmwood
Brand / Project Name: Tesco Wicked Kitchen
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Brand Identity, Consumer Branding, Consumer Graphic Packaging Design, Consumer Brand Guidelines, Consumer Brand Digital
Location: United Kingdom
Market Country: United Kingdom
Market Region: Europe
Project Type: Agency Commercial / Published
Project Category: Food