Taking a category approach for plant based foods.

The global trend of plant based foods is moving fast. In fact, Australia has the third fastest growing vegan market in the world. As such, Coles was keen to launch a new range of plant based products to meet rising consumer demand. Key to the project? We took a category level approach to meet the diverse attitudes and behaviours around veganism and flexitarian lifestyles. The result? Two brands were born, each with very distinct corners of the market. Introducing Nature’s Kitchen and Herb & Sons. Whilst Nature’s Kitchen brings an explosion of flavour and fun to plant based foods like never before, you’ll find Herb & Sons at the other end of the supermarket with a range of imitation meat products inspired by your local butcher.

Client
Coles

We think business
Consumer research design, category mapping, portfolio architecture, value proposition, stakeholder engagement

We orchestrate brand
Brand strategy, brand identity, brand voice, key messages, brand guidelines, brand application