Branding / Chi Foods
Project
Branding and Identity, Packaging
Client
Chi Foods
Goal
Create a distinctive brand identity and packaging design system for the first-to-market USDA Organic, plant-based meat with nutritionally superior protein from Chi Nuts.
Approach
To create a unique and authentic brand, we needed to fully understand the plant-based category. Stakeholder interviews, a competitive brand audit, target audience research, and brand strategy recommendations provided the foundation for all creative and messaging.
Results
Our insights and research helped Chi Foods establish a brand rich with the founder's idiosyncrasies translating to a distinctive presence on the shelf - and prevent new competition from creating a similar brand.
The new identity's megaphone is a bold voice, a call-for-change in the plant-based market offering clean and nutritionally superior plant-based meat. Inspired by the idea of being emotionally connected to the earth and each other, the human voice and handwritten messages establish Chi's genuine and irreverent personality.