Baggi’s rebrand of Actually Tasty contains a new bespoke wordmark incorporating its hero “wedge” image because the letter A.
Model and design consultancy Baggi has rebranded and repositioned plant-based cheese model Actually Tasty utilizing cheese cues and an emphasis on flavour with the view of “altering individuals’s perspective and behavior” in the direction of the product.
Since the marketplace for plant-based meals merchandise has grown in recent times, the model felt it needed to “scale up and attain a wider viewers”, a aim which its earlier id didn’t fulfil, in keeping with Baggi founder Mark Baxter. The wedge gadget is used as a motif all through the id, showing on the centre of the packaging, within the wordmark and graphically throughout print and digital.
It’s each utilized in its static type and elsewhere turns into animated as “a dwelling, respiration factor”, says Baxter. He provides that its inclusion within the wordmark – “neatly housed” because the letter A in “tasty”– acts as “a shorthand signifier for cheese”.
To assimilate Actually Tasty with dairy cheese, Baggi included the acquainted function of “cheese power elements” on the packaging, says Baxter. This goals to make the model come throughout as “a high-quality, premium artisan cheese, notably on-shelf”, he explains.
Actually Tasty’s wordmark was crafted in collaboration with lettering artist and sort designer Dan Forster and freelance design director Esther Lawrence and seeks to “mirror the total flavour you get” from the product, says Baxter. Its “daring weight and curvaceous particulars” convey the model’s playful persona, Baxter provides, whereas the principle model font, Rustica – “a chunky sans serif” – additionally goals to symbolize the “fullness” of the style.
“Additional away from the shelf, we had the chance to be much more flavoursome and playful by way of imagery, typography and tone of voice, and got down to make a model that’s accessible, unfit”, says Baxter. He explains that altering shopper behaviour means making a “nice tasting product”, but it surely additionally has to “seem like it’s packed stuffed with flavour”.
A “beneficiant, vibrant” suite of photographs photographed by Kathryn Armitage seeks to “rejoice” the meals, in keeping with Baxter. He provides that it makes use of a “vibrant color palette, distinctive prop styling and genuine moments” of individuals having fun with the product.
The model’s wider color palette is impressed by “the tasty colors of cheese, accented with blue and white to provide a nod to dairy cues”, says Baxter. “On the subject of product variants, cautious consideration is given to mirror the actual flavour or cues of the fashion of cheese”, he provides.
Actually Tasty’s new id will roll out throughout its packaging, print, web site, social media and occasions.
