MissionRebranding of Swedish grocery retailer ICA’s vegetarian food line. The mission includes identity work, packaging design, construction, and logistic planning.
Problem:Vegetarian food is often seen as a dull and tasteless substitute for meat.
We wanted to reach the target group ‘‘flexitarians’’ through making veg food fun, easy and transparent.
Instead of trying to convince the customer that the vegetarian option tastes the same as meat, we tell them the truth - it doesn’t. It’s a new, different kind of food experience. But it’s delicious, easy and for everyone.