Building Mondarella, Europe's Fastest Growing Brand in Plant-based Cheese

Mondarella

Client

Mondarella

Industry

Food & Beverage

Services

Brand Strategy & Design, Packaging Design, Copywriting, Webdesign & Development, Content Strategy & Production

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. Made from 100% natural ingredients, without modified starches, artificial flavors, or cheap tropical oils, Mondarella offers superior nutrition and indulgence.

When Very Good Looking was tasked with the company’s rebranding, the goal was to capture this outstanding position in the market. What does a category-disrupting innovator like Mondarella look and feel like today?

Our focus: Standout on-shelf against both dairy and vegan competitors, and a high desirability with a young but broad demographic. With this rebrand, the company aimed at transcending the plant-based consumer audience to target flexitarians and open-minded omnivores, too.

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Mondarella

After developing several design routes, we opted for a colorful and vibrant color scheme, that reflects indulgence and provides the perfect backdrop for the engaging custom-made illustrations.

We aimed for a balance between the learned aesthetics of heritage feel-good food brands and a design tonality that speaks to a younger audience.

Mondarella

For Mondarella’s word mark, we revisited the prior logo (also developed by Very Good Looking) to double down on the brand promise: Cheesy deliciousness, but with quality ingredients.

While we kept the heritage-inspired frame to signal the brand’s artisanal roots, we “melted” the logo fonts to signal what it’s all about: Melty cheese indulgence.

To ensure results, and make them tangible, we tested our work every step of the way. Renowned marketing researcher Appinio helped us align design choices with consumer data.

After several rounds of 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.