We set out to create a unique brand name and logo for a delivery-only vegan comfort food company in the San Francisco Bay Area. The brand would be battling against dozens of other vegan food brands for consumers' attention.
🔥 Target: the plant-eating millennial
The golden rule of business applies to branding too: nothing is more important than understanding your customer. We flesh out the who, what, where and especially why of your target customer.
We formed a cultural profile of the "plant-eating millennial" by discovering the wants and desires of this group and compiling population demographics.
🔥 Most vegan brands “look” the same
Most vegan brands employ a sincere and wholesome brand personality. But our “plant-eating millennial” is drawn to vegan food in large part for its novelty.
Shifting the core focus from healthy eating to novelty allows us to escape the competition and position the brand in a fertile space in the market.
🔥 Our vegan: a rebellious, sassy, 90’s kid
A strong personality helps our brand stand out among dozens of digital and real-world advertisements our customers are exposed to.
We use several models to define brand personality, including Jennifer Aaker’s Five Dimensions of Brand Personality. This helps us create a checklist of requirements that potential brand names and logos will be evaluated against.
🔥 "Vegan Rejects" felt right and met all requirements
Once we have the brand’s personality, positioning, and understanding of the audience in place, we brainstorm a set of brand names.
We collaboratively rate results with you, and there’s no limit on iterations of work. We work with you until we find a version that feels right.
We repeat the process for logo creation and visuals.
To align with the nostalgia theme, we created the Vegan Rejects website as a functional simulation of the Windows 95 Desktop.