Quorn - Bulletproof
Strategic brand and packaging design agency Bulletproof has created a new global brand identity and packaging design for meat-free brand Quorn as part of a £10m relaunch. Bulletproof was appointed to the project in August 2016 by brand owner Quorn Foods.
Founded in 1985, Quorn has grown to be the leading meat-free brand in the UK and Ireland and has recently expanded into France and Italy. With an ambition to accelerate worldwide growth for the brand, Bulletproof was briefed to create a contemporary new brand identity and packaging system for Quorn that would attract a new consumer base seeking delicious meat-free products as part of a healthy lifestyle, without alienating current core consumers.
Bulletproof comments: “Quorn has long been the market leader within the category. But to achieve its global ambition to offer all consumers a healthier, more sustainable alternative to meat, it needed to step change penetration and shift perceptions to an accessible, aspirational nutritious food brand.
“An opportunity was identified to broaden the appeal of the brand by targeting ‘Healthy Discoverers’ – consumers actively looking for healthy, nutritious, exciting and flavoursome meat-free dishes, rather than settling for the staid and apologetic category norms.
“Working from a creative platform of ‘lighter, brighter discoveries’ our design solution centres around the celebration of delicious food using sumptuous, editorial-style food photography shot top down by Andy Grimshaw, with the dishes presented in a natural and unstaged way. Reinforcing the brand name, a subliminal ‘Q’ is formed throughout the photography, either with the handle of a dish or cutlery resting on a plate.
“For added shelf impact and to aid navigation within the range, we introduced a split colour system to the packs that teamed the iconic brand asset - Quorn orange - with a complementary pillar colour to identify the occasion, whether dinner, lunch or on the go. The coloured backgrounds have a rustic, imperfect feel for added authenticity and naturalness.
“To complete the redesign, we crafted the brand lockup and created the new ‘Proudly Meat-Free’ brand tag line to really drive home the confidence of Quorn.”
Peter Harrison, Quorn Foods marketing director said: “Quorn needed a brand refresh to ensure it had broader appeal. Bulletproof have delivered a fresh and contemporary design, full of appetite appeal that perfectly reflects our future vision for the brand.”