17: PRINT DESIGN (Packaging)
Humble Vegan - Humble Vegan
Vegan Chocolate Range
|Title of Entry:||Humble Vegan|
|Product/Service:||Vegan Chocolate Range|
|Client:||Coco Processors Pty Ltd|
|Creative Director:||Lee Selsick|
|Art Director:||Kat Foley|
|Chief Creative Officer:||Lee Selsick|
|Account Executive:||Lee Selsick|
|Account Manager:||Lee Selsick|
|Date of Release:||2020-02-03|
|Notes:||The goal of this brand was to introduce an everyday, on the go vegan chocolate brand. Existing vegan brands in Australia are generally overpriced and positioned as speciality items. Our clients wanted something more casual and accessible that broke through this elite and alienating brand positioning.
Our approach was to play off some of the preconceptions about vegans creating some fun and engaging copy driven packs.
The brand has only recently launched and anecdotal evidence is that the brand is performing particularly well. Sales per unit exceed the retailers yardstick for success and we hear of consumers rifling through the bars looking for additional quotes—and creating (welcome) havoc with our merchandising!