[Branding]
[Content]
[VenturE]
CREATIVE IMPACT STUDIO
BERLIN / INTL
Mondarella, a category disruptor in alt-dairy, is revolutionizing plant-based cheese with a clean-label approach, a consumer-friendly price point, and great taste.
Very Good Looking was tasked with the company’s rebranding.
Our focus: Standout on-shelf against both dairy and vegan competitors, and high desirability with a young but broad demographic, as the company aimed at transcending the plant-based consumer audience.
For the word mark refresh, we kept the heritage-inspired red frame of the original — as a nod to the brand's artisanal roots.
To visualize creamy cheese indulgence, the logo font was ”melted“.
The vibrant color scheme creates stand-out on shelf and a backdrop for custom-made illustrations.
The designs evoke heritage food brand aesthetics but speak to young consumers.
To ensure retail performance, design work was tested thoroughly throughout the process. Renowned marketing research provider Appinio supported us in aligning creative with consumer data.
After several rounds of informed refinement, final designs scored #1 in on-shelf-comparison, with about 86% of disposition to buy among flexitarians and a whopping 94% desirability especially with a younger demographic.
“Very Good Looking proved to be the perfect addition to our in-house team: Flexible, versatile, and super motivated. From brand work to website, from packaging to project management — couldn't have done it without them!”
