Europe’s award-winning leader in plant-based cheese indulgence.
Client
Mondarella
Industry
Food & Beverage
Services
Brand Strategy & Design, Packaging Design, Copywriting, Webdesign & Development, Content Strategy & Production
Mondarella, a category disruptor in alt-dairy, is revolutionizing plant-based cheese with a clean-label approach, a consumer-friendly price point, and great taste. Made from 100% natural ingredients, without modified starches, artificial flavors, or cheap tropical oils, Mondarella offers superior nutrition and indulgence.
When Very Good Looking was tasked with the company’s rebranding, the goal was to capture this outstanding position in the market. What does a category-disrupting innovator like Mondarella look and feel like today?
Our focus: Standout on-shelf against both dairy and vegan competitors, and a high desirability with a young but broad demographic. With this rebrand, the company aimed at transcending the plant-based consumer audience to target flexitarians and open-minded omnivores, too.
Design Language
After developing several design routes, we opted for a colorful and vibrant color scheme, that reflects indulgence and provides the perfect backdrop for the engaging custom-made illustrations.
We aimed for a balance between the learned aesthetics of heritage feel-good food brands and a design tonality that speaks to a younger audience.
Logo Lift
For Mondarella’s word mark, we revisited the prior logo (also developed by Very Good Looking) to double down on the brand promise: Cheesy deliciousness, but with quality ingredients.
While we kept the heritage-inspired frame to signal the brand’s artisanal roots, we “melted” the logo fonts to signal what it’s all about: Melty cheese indulgence.
Design Language
After developing several design routes, we opted for a colorful and vibrant color scheme, that reflects indulgence and provides the perfect backdrop for the engaging custom-made illustrations.
We aimed for a balance between the learned aesthetics of heritage feel-good food brands and a design tonality that speaks to a younger audience.
Logo Lift
For Mondarella’s word mark, we revisited the prior logo (also developed by Very Good Looking) to double down on the brand promise: Cheesy deliciousness, but with quality ingredients.
While we kept the heritage-inspired frame to signal the brand’s artisanal roots, we “melted” the logo fonts to signal what it’s all about: Melty cheese indulgence.
Market Research
To ensure results, and make them tangible, we tested our work every step of the way. Renowned marketing researcher Appinio helped us align design choices with consumer data.
After several rounds of refinement, final designs scored #1 in on-shelf-comparison, with about 86% of disposition to buy among flexitarians and a whopping 94% desirability, especially with a younger demographic.
“To achieve big scale impact, not only do we need better products, we also need to change the way they are perceived.
The next generation of category-disrupting products needs to look the part.”
Tina Tenkmann
(Creative Director, Very Good Looking)
Website
Very Good Looking also oversaw the implementation of the new design aesthetic and brand tonality into digital touch points, including the translation of the brand into moving elements.
Content Production
To create brand-aligned assets for website, campaigning, social media and trade show materials, Very Good Looking assembled an all-star team.
Together with renowned food photographer Antonios Mitsopoulos and crew and plant-based food stylist Candy Lexa, we created a library of mouth-watering imagery and moving images.
Very Good Looking covered creative direction, client comms as well as the production management of about a dozen shoots.
“Very Good Looking proved to be the perfect addition to our in-house team: Flexible, versatile, and super motivated.
From brand work to website, from packaging to project management — couldn’t have done it without them!”
Fatoumata Camara
(Mondarella Marketing Manager)
