Yves Veggie Cuisine was founded in 1985, and has since made a name for itself as an early leader in the meat analogs market. A brand refresh in 2019 cemented their brand as friendly and accessible, but it lacked appetizing color palettes and ended up feeling forgettable amidst other products in the category. Rebranding Yves required maintaining some brand equity, which was found in the friendly, hand-done look of the logo, as well as soft shapes and textures.
The new Yves Plant to Plate design is still friendly and accessible, with the added benefit of having an appetizing color palette (taken from a beautiful fresh salad—the epitome of “plant to plate”), soft and fun shapes, and a light texture, helping the brand stand out on the shelf and make lasting impressions in the minds of consumers.
In a comprehensive brand audit, the original Yves design exhibited little of the excitement and fun it seemed to be attempting to express. Its closest competitors showcase designs meant to stand out on the shelf. An opportunity arose to further position Yves as a fun and accessible plant-based option, with an invigorating color palette and fun and friendly graphics.