An established brand marketing specialist, Flintlock Marketing, has shared the successes achieved through a collaborative branding refresh with an experienced and accomplished UK business with 20 years of trading background, producing plant-based ingredients.
The branding consultants devised a forward strategy to take concepts and business ideas to market, transforming innovation into a commercial reality and creating fresh sub-branding to introduce new products to a high-growth yet competitive and complex field.
Flintlock’s Strategic Work to Create Branding for the Plant-Based Food Market
Flintlock’s client is considered an expert in producing finished or semi-finished plant-based products and ingredients supplied to British manufacturers, with a reputation for producing the finest in texture and taste—both pivotal aspects to meat alternative food products.
The firm had an ambition to develop its own consumer product range while focusing on aspirations to improve awareness and interest in the benefits of plant-based foods from an environmental, sustainability and animal welfare perspective and of the health-based advantages.
Having created prototypes and conducted extensive testing, the company had taken the project forward but reached a point at which it required branding expertise to find the right ways to shift this work into a ready-for-market proposition.
During Flintlock's research, it uncovered the need to focus on consumer groups who adopt 'flexitarian' rather than wholly vegan diets and the importance of concentrating on quality, tasty and nourishing ingredients without an over-emphasis on plants that can be perceived as a compromised choice.
Flintlock expanded on this concept to design a brand essence representing ‘No Compromise’, drawing from the company's background and history and building on its sterling reputation to create a confident, bold statement.
The Opportunities and Complexity of the Plant-Based Food Market
Plant-based meals, food products, ingredients, and supplements have grown substantially in demand and market value over recent years. The global plant-based market is forecast to more than double within the next six years.
Britain’s domestic market is one of Europe’s largest, worth over £960 million to the economy each year, due to varied factors including:
Interest in vegan and flexitarian lifestyles is partially due to concerns around consumption of high amounts of lactose but also because of consumer trends and animal welfare concerns.
Shifting attitudes towards environmental responsibility and sustainability, with consumers more aware of how imported and heavily processed foods carry a larger ecological footprint.
Greater demand for healthy plant-based foods, with research in 2023 identifying that household meat consumption had fallen by 14% since 2012 to its lowest recorded levels.
One of the difficulties for brands trading within this space is that they need to clarify and communicate their offering while recognising that a large proportion of consumers who choose to purchase plant-based products do so as part of an environmentally conscious or flexitarian lifestyle rather than because they follow a strictly vegan diet.
Achieving Brand Success Through Data-Driven Research
Flintlock used their market research and the information collected to develop a set of concise brand pillars, which showcase that the company's standing and credibility provide an offering that does not compromise on values, taste, or experience.
It quantified the market opportunity and size, noting that the branding needed to carry maximum appeal across all consumer segments, from plant-first consumers to those with a potential interest in sampling plant-based meat alternatives.
Together, Flintlock and the client brand developed a targeted, ambitious brand strategy and used this foundation to create new visual assets. They devised a friendly, accessible, bright, and approachable brand logo in a palette of simple, attractive shades, representing initial product ranges and a subset of additional names for products in development.
Following positive client feedback, with the company’s Marketing Director noting that the insights offered were invaluable and cumulated in a new brand that the company is proud of, Tasha Gladman, one of Flintlock’s co-founders, said, ‘Working with this team, who brought a wealth of sector-leading expertise and passion for their products to the project, was a great experience and demonstrates how targeted, powerful branding is relevant to companies of all sizes and at all life cycles.’
Tasha added, 'It was fascinating to deep-dive into the statistics and metrics behind the plant-based food market and to be involved in the design and development of an exceptional new brand to build on the legacy of the parent company.'
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About Flintlock:
Flintlock is an expert UK brand marketing and branding specialist agency. We blend pure creativity, professionalism, expertise and skill, extracting the knowledge and value our incredible team provides to create brand strategies that feel like home, and encapsulate what makes you you and how you communicate those intangibles to your target customer to make your business a brand they would choose over anybody else.
Media Contact:
Tasha Gladman
01243 573600
[email protected]
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Source Company – https://www.flintlockltd.com/
