Hungry & Co.
Master’s Final Project for Labasad: Master in Challenging Branding Team: Cristina Fernández, Julio Lurbe, Marta Gil, Pili Enrich Brand Strategy, Naming, Branding, Identity, Packaging
The brand Hungry & Co. was born as the final project for the Master in Challenging Branding by Labasad. The co-directors Olmo García, Hèctor Puig and Olivier Montiel - also partners at the branding agency Bold - briefed and guided us to create a new vegan food brand, from the strategy to designing all the packaging.
We started doing the benchmarking, analasing up to 6 direct competitors, such as: Heura, Beyond Meat, Noel, Garden Gourmet and more.
From here we created a qualitative interview to send out to future potential costumers, and from this information, created our Brand Persona. This Brand Persona is our target, from it we know its personality, interests, concerns and needs, and also, purchase drivers.
After all this research we got our conclusions and found where the opportunity was to design a brand that stands out and goes beyond the normative, beyond what’s expected.
Our challenge was to create a brand of vegan food products aimed at everyone, exploring endless flavours of the world from the comfort of our home.
Brand Personality
Hungry & Co. is the gastronomic partner, a friend who always is keen to share new gastronomic experiences with you in relation to your interests. For this reason, he cares to know what your values are related to your diet choice. Because he likes to show you new places and flavours, to share with you gastronomic experiences that you would like to repeat.
Personality traits
Down- to-Earth & Honest
We seek to be transparent with the natural products we offer. We are faithful to our values and we want to be honest with people and with our planet.
Tolerant & Optimistic
By respecting all people we are tolerant, even though our products are vegan we address everyone equally, regardless of whether they decide to continue eating meat or not. We are optimistic about what we can achieve by being united by the same goal, offering flavours from different cultures, adapting to all audiences.
Conscious & Responsible
We are aware of the environmental situation our planet is going through.We want to create awareness and social responsibility to improve the impact and thus respect nature and the species that co-live with us on this planet.
Brave & Inspiring
We are brave because we want to promote change towards a more veggie and sustainable future. We seek to inspire all consumers to incorporate new healthy flavours into their diets.
Brand values
The truth shall makes us free
For us, the most important thing is to take care of society and the environment, therefore, our priorities are to produce top-quality organic products and involve the consumer in the entire life process of this product. We understand how far our commitment and obligations go, and that is why we want to share it in a transparent and honest way, so that we can build a relationship of absolute trust.
Keywords: honesty, authenticity, integrity, naturalness.
Good vibes only
We believe in a fairer world, where all people have their place regardless of their beliefs or where they come from. Influenced by the multicultural richness that surrounds us, our goal is to get the consumer to travel to different places through the different flavours that vegan food can offer around the world, thus encouraging everyone, whether vegan or not, to let themselves be carried away by a different dining experience.
Keywords: equality, social cohesion, diversity, culture.
Sustainably committed
One of our most important values is to be respectful with our planet, taking care of our environment, the living beings that surround us and with people. That is why we try to ensure that most of our ingredients are local and that the raw materials we use have a lower environmental impact.
Keywords: sustainability, local, nature, environment, vegetables, environmental impact.
The vegan revolution
Finally, we want to revolutionise the market with a new proposal that breaks what has been established so far in the vegan field. We are committed to providing different experiences and flavours, to break your routine and thus connect and promote a healthy lifestyle for all of us and the planet. Because eating vegetables isn’t boring, there is a whole world of diversity and colors.
Keywords: innovative, nonconformist, inspiring, revolutionary.
Naming
Hungry & Co. is your gastronomic companion. Who helps and inspires you to spice up your life, turning vegan food into something interesting and fun to experiment in all senses, alone or accompanied.
Strategic
It does not directly connote ‘vegan’, being able to attract attention of any kind public, staying true to our value 'Good Vibes only', which aims to be inclusive and accommodate any type of consumer, you just need to be hungry and curious about trying new flavours.
The compound name Hungry &Co. aims to transmit fun, since among our personality traits we are optimistic and inspiring.
Creative
When speaking of being hungry, it connotes directly to the brand, which are food products , and by adding the ‘&Co.’ we we refer to the company of friends, related to our personality 'gastronomic friend', a brand that encourages trying new things and being creative with vegan food.
Cultural
In English it means 'hungry and company', it has a fun, daring and direct connotation, that can be directed perfectly to the target of 20 - 35 years old (millennial) and urbanite.
Tagline
“Hambrientos por comernos el mundo”
("Hungry to eat the world")
The tagline has been worked from the brand personality and the naming Hungry & Co. Through the concept of hungry it is possible to unite the values and the “dining buddy” personality, hungry to experience new multicultural flavours, playing with the catchphrase "eat the world".
Production
For the packaging production, we are committed to recyclable and biodegradable materials for the least impact possible in a negative way to the planet.
The primary and secondary packaging have been worked with trays of sugar cane, biodegradable and safe for food conservation. The provider of these is national of Spain, Terrasa, and therefore we continue betting on the national product and reducing the carbon footprint within our processes of production.
Regarding the tertiary packs, they have been designed with recycled cardboard, single colour ink, to lessen the impact on one more part - prioritising transportation instead of user experience. On the other hand, for the design of the different labels we have chosen 100% recycled papers.