Humble Vegan: Humble Vegan, 3

Credits & Description:

Title of Entry: Humble Vegan
Brand: Humble Vegan
Product/Service: Vegan Chocolate Range
Client: Coco Processors Pty Ltd
Entrant Company: Next
Creative Agency: Next
Creative Director: Lee Selsick
Art Director: Kat Foley
Designer: Kat Foley
Copywriter: Kat Foley
Chief Creative Officer: Lee Selsick
Account Executive: Lee Selsick
Account Manager: Lee Selsick
Date of Release: 2020-02-03
Notes: The goal of this brand was to introduce an everyday, on the go vegan chocolate brand. Existing vegan brands in Australia are generally overpriced and positioned as speciality items. Our clients wanted something more casual and accessible that broke through this elite and alienating brand positioning.
Our approach was to play off some of the preconceptions about vegans creating some fun and engaging copy driven packs.
The brand has only recently launched and anecdotal evidence is that the brand is performing particularly well. Sales per unit exceed the retailers yardstick for success and we hear of consumers rifling through the bars looking for additional quotes—and creating (welcome) havoc with our merchandising!
Typography: Kat Foley