Quorn introduces new identity as it accelerates worldwide growth

Quorn introduces new identity as it accelerates worldwide growth

Quorn has taken another step to accelerate its growth across the globe with the introduction of a new packaging design and brand identity to broaden the appeal of the meat free brand.

Designed by Bulletproof, the new look is part of a wider £10m relaunch that has seen the brand target what it calls Healthy Discoverers- those looking for alternative healthy foods- without alienating its core consumer base.

The agency worked from a creative platform of ‘lighter, brighter discoveries’ and the design solution centres around editorial-style food photography shot top down by Andy Grimshaw.

To reinforce the brand name, a subliminal ‘Q’ is formed throughout the photography, either with the handle of a dish or cutlery resting on a plate. Bulletproof has also introduced a split colour system to the packs to team with Quorn's well known orange.

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.”

The new packaging will be rolled out this month.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.