The design rationale: the brand’s new look and feel is modern and vibrant, designed to inject colour into the plant-based space and convey Vivera’s challenger attitude. The design harnesses the power of plants. But plants in disguise (as meat). ‘Camouflaged plants’ is a distinctive, ownable visual shorthand for their Goodness Revolution. The tone of voice is mobilising everyone to make their change in a fun, empowering way that is intrinsically linked to the product. Once the new brand was born, we then translated it across their website, social, digital, activation and OOH.