Kraft Heinz felt that the majority of condiments were aimed at the meat-eating market. They approached the Business and Innovation team at London College of Communication to collaborate with our young and talented students in creating the visual identity for a new plant-based condiment that catered to the needs of the vegan community.
The brief was to develop an identity system, tone of voice, brand personality, digital interface, positioning and the identity in action (such as on packaging or socials). Ten teams of MA Graphic Branding and Identity students worked to research and develop a series of speculative, practical outputs for brand packaging and point-of-sale.
The students delivered a sub-brand visual identity, a communication plan, brand story and packaging design for the plant-based products. The clients were pleased with the student work and their proposals informed the positioning and packaging of the new plant-based condiment.
Contact
LCC Business and Innovation
Email: partnerships@lcc.arts.ac.uk
Student work
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Poster designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
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Poster designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
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Tote bag designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
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Poster designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
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Bottle designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
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Condiment range designed by Yuanbei Li, Qindi Ouyang, Jiabel Qiu, Jiawei Shi, Mengzheng Wang and Han Yan | London College of Communication | UAL
Find out more
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Julie Van Milders, MA Graphic Branding and Identity, London College of Communication, UAL.