CASE STUDY
v2food
PROJECT SCOPE
Branding
Brand Guidelines
Product Packaging
New Product Development
Signage
Exhibition Displays
In-store Sampling Stands
Illustration
Web Design
Social Media Content Creation
Advertising
Sales Materials
Investor Decks & Presentations
Business Cards and Stationery
Internal Documentation
Merchandise
Creative Direction – Photography
Location
Sydney NSW
date
2019 – Present
v2food engaged us shortly after their foundation in 2019 as an ambitious start-up with a global mission to feed the planet in a way that takes care of the planet. In conjunction with Australia’s national science agency, CSIRO, they had developed a new plant-based meat and were on the cusp of launching their first product, v2mince.
We worked closely with v2food to create a visual identity and packaging designs that would appeal to consumers who would ordinarily enjoy meat, but who were open to trying alternative proteins. The brand’s positioning and target market greatly informed strategic direction and design decisions. Our challenge was to create an identity that felt inclusive of all dietary preferences, whilst also driving the plant-based meat category forward. v2 needed to feel new and different, and at the same time familiar enough that meat-eaters would be enticed; appetising whilst communicating with confidence the health and environmental benefits underpinned by science.
Once the visual identity was delivered and preliminary packaging designs were complete, we continued to support v2food across a range of internal functions including sales, marketing, HR and investor relations to deliver graphic systems, presentation templates, trade presenters, marketing campaigns and investor materials to aid in securing distributors, investors, food service outlets and retail chains. These were delivered by working with the internal v2 team and collaborating with their existing external suppliers including media and advertising agencies, photographers, food stylists and digital animators.
In under 3 years, v2 became Australia’s #1 plant-based meat company and continue to expand internationally. v2food’s products can be found in leading national supermarkets including Coles, Woolworths, Drakes and IGA, as the plant-based Whopper in Hungry Jacks and in thousands of food service outlets across the country.
We continue to work with v2food as they expand their product range, increase market share, and position themselves as national and global leaders in the alternative protein category.
As a relative newcomer to the plant based meat category, v2food worked quickly to establish a presence on social media.
We have created hundreds of pieces of content for them across multiple platforms to announce product launches, events and new outlets, run competitions, provide recipes and cooking tips, and share customer feedback on v2 products.
Part of v2food’s strategy has involved partnering with reputable food service chains to bring v2 products to more customers. As consumers increasingly seek out alternative proteins, v2food makes it easy for existing outlets to meet consumer demand.
Our team supports v2food to secure these partnerships through the creation of co-branded promotional materials, updated menus that feature v2 plant based options, signage, and conceptual graphics for launch events.
These partnerships are supported further through the supply of Food Service Guides designed by our team to help food service outlets make the transition to cooking and selling plant-based v2 easier.
Working with v2food to get v2 products onto the tastebuds of thousands has been no small feat! Our team has worked extensively across a wide range of events, exhibitions, trade shows, pop-ups, food trucks and tasting stands to ensure v2 captures the attention, and hearts, of Aussies across the nation.
As v2food continues to rapidly expand both nationally and overseas, we are proud to be their preferred design partner. For more information about the company, visit www.v2food.com
I work with the team at Studio Solis across multiple projects, from creative ideation and development, to packaging, trade and digital marketing. The team are incredibly responsive. They ensure we hit our deadlines on time and with gusto! They have a deep understanding of the v2 brand which enables us to be an adaptable and agile brand in market.
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