ABOUT

Ever tried plant-based cheese? Then you’ll know there’s a problem. The last decade has seen a huge rise in delicious-tasting milk and meat alternatives, leaving one big, wedge-shaped gap in the cheese market.
 
Honestly Tasty was started in 2018 to fill that gap – and not just fill it, but to blaze a trail and prove mouth-watering plant-based cheese is possible. To make a tasty cheese that changes behaviours about the way the world thinks about what we eat.

BAGGI were asked by Honestly Tasty to create a new brand strategy, identity and packaging to help achieve that vision.

OBJECTIVES
- Change outdated perceptions and behaviours about vegan cheese.
- To scale up for a wider audience embracing vegans and the growing flexitarian market.
- Secure distribution in a major UK retailer in addition to plant-based independents and specialists

THE INSIGHT
We were inspired by the unique process and attention to detail that goes into crafting each cheese. From the very start we wanted to design a brand that finds the right balance between being an artisan, premium cheese combined with the playful personality of the company and its customers.

One that feels like a young, good quality, plant-based cheese brand, not seen as an alternative but with a "wedge full of flavour”.

THE IDEA
The wedge device is used as a motif throughout the identity - the centre of the packaging, and graphically across print and digital. The word mark was crafted with a typographer to neatly house the wedge as the letter A in “TASTY.”

The packaging reflects the artisanal quality of the cheese and features dairy cues some customers may feel more familiar with, like the strength numbers to denote flavour, and a colour palette inspired by the tasty flavours of the cheese.

The brand world is even more flavoursome and playful through imagery, typography and tone of voice, such as the cheekily titled “Shamembert.” Likewise the chunky, curvaceous brand font, Rustica.

RESULTS
Since relaunch in October 2022, its had real impact. In addition to Selfridges, Honestly Tasty is now stocked in Ocado, Holland & Barrett, Planet Organic and Marks & Spender. It is also a multiple award-winner.

“We look at our products on the shelves now, at the likes of Selfridges, Ocado and M&S, and we’re confident that they look the part. Imposter syndrome is gone now that the cheese looks as good as it tastes! Thanks to the rebrand, we feel like our products deserve their spot in the cheese aisle, with subtle dairy cues like the strength and nod to provenance on the front of the pack, we think that consumers are more likely to give us a go.”
Mike Moore, Founder, Honestly Tasty.