Elmwood London

ABOUT

New-to-market plant-based challenger brand The Flavourists spotted a gap in the market, which was the need for a brand to help everyone enjoy the feel good factor of cooking and eating more plants. The team came to us looking for help in creating the next big thing in plant-based and turning the seed of their idea into a brand in full bloom, from name to visual language.

Two clear arguments were emerging to convince consumers to adopt a plant-based diet, with competitors either shouting about being the meatiest non-meat or waving the worthy vegan lifestyle flag. With the dominant narrative being 'meat free', the category was all about what you didn't get, rather than what you did.

With a category always talking about less, we wanted to talk about more. Rather than being free-from, we wanted to be full-of. Full of flavor, full of freshness. Full of energy, full of excitement. Full of inspiration, full of individuality. We wanted to focus on the food, not the ingredient and create a feel good foodie brand where the fact that it was plant-based was a reason to believe rather than a raison d'etre. The Flavourists' design system celebrates the joy of cooking and eating, of flavor and food, where plant-based is only part of the magic.

"Elmwood helped us establish a visual system that was both brand new and completely familiar. Now we have a design system that adapts and tailors to our needs, telling a seamless brand story along the way" - Kyrsten Halley, Co-Founder The Flavourists

MADEIT CREDITS

  • The FlavouristsClient
  • Amber CheyneMid Weight Designer
  • Emily MorrisMid Weight Designer
  • Esther HastingsStrategy & Provocation Director
  • Katie JonesAccount Executive
  • Marisa AllenArtwork / Production
  • Mimi Van HelfterenSenior Designer
  • Rob ClarkeType Artist
  • Rob Rogers-OverySenior Designer
  • Stuart LloydVisualisation
  • * Charley PickeringAccount Director
  • * Kyle WhybrowAssociate Creative Director
  • * Rob DyerDesign Director
  • * Elmwood
  • * Lauren AhmDesigner
  • * Oliver MinchinMotion
Annual 2022 GoldThe FlavouristsBranding Project featured: on 10th May 2022 Contributor:

Elmwood has been a Contributor since 25th November 2015.

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The Flavourists

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