ABOUT

Alpro identified an opportunity in the chilled coffee category in the UK. We knew the brand had something really unique to offer – it’s blend of delicious plant based drinks and single origin coffee is what makes it stand out in this space. Our brief was to create a sub-brand that communicated a more premium positioning from the core brand that wasn’t just a range extension. The codes of coffee are very different to the plant based world, and we needed to communicate this new product proposition without losing the fantastic equity of the Alpro master brand. The design concept was based around ‘discovery', hence the intricate, inviting illustration style and carefully nestled ingredients. The plaque device adds a premium feel and gives the master brand clear space to breathe. We’re delighted with how it looks on shelf, and can’t wait to see where else Alpro will go in the rapidly expanding and innovative category of plant based products.