/ Gold & Green
Taking a bite out of the meat market
Direction
Plant-based diets are on the rise – for both health and environmental reasons. This doesn’t mean everyone’s gone vegan or vegetarian. In fact, there’s still staunch resistance among so-called flexitarians to fall in with a traditional vegetarian lifestyle. Instead, the challenge lies in getting hardcore ‘non-believers’ to substitute their meat staple for something delectable from Gold & Green.
Eating more vegetarian food is an adjustment, not a revolution.
Creation
The freshly designed packaging serves as a great carrier for the company’s tasty, protein-based ingredients. And the tiger symbolizes that even meat eaters are falling in love with Gold & Green. The lush colour palette and Tony Halonen’s playful illustration ensure a radical departure from the visual expression normally associated with vegetarian fare.
Pulled Oats – more protein than chicken, ‘greener’ than tofu.
Activation
With its fresh, life-affirming image, Pulled Oats leaps off the shelf. The Swedish launch has been gathering momentum since the major chains decided to carry the product. And thanks to a chorus of rave reviews, the line of carnivores tempted to become occasional herbivores is getting longer.