∙ Mondarella
Background
Mondarella is an award winning plant-based cheese, sold in retail and foodservice Europe-wide. Operating in a crowded and highly competitive category, the brand needed a new identity to support differentiation and unlock further growth.
A rebrand was supported by retailers, with the aim of improving shelf impact, clearly communicating natural ingredients, and repositioning Mondarella as joyful, youthful and accessible - beyond core vegan shoppers.
∙ Lead Agency - Very Good Looking ∙ Strategy: Eric Mirbach ∙ Creative Direction: Tina Tenkmann ∙ Full team belowChallenge
Strategy - Research
∙ Brand Strategy ∙ Packaging Design ∙ Web Design ∙ Social Media ∙ Pitch Presentations ∙ Consumer BenchmarkingImplementation
#1
Final packaging designs ranked top in on-shelf comparison testing
86%
Purchase intent recorded among flexitarians
94%
Desirability in consumer testing - particularly among younger consumers
A cohesive brand system carried out across retail and foodservice with improved clarity of product benefits
Stronger differentiation across 20+ SKUs, and multiple awards won
The rebrand boosted Mondarella’s profile and helped secure its acquisition by Greenforce
∙ Project Lead MondarellaWith Mondarella products widely available across Germany, we knew a thorough rebranding had to be a group effort. We assembled a team of experts, including Sophie, whose design skills and industry insight made her an obvious choice. She worked closely with our creative lead, Tina Tenkmann, to roll out the packaging design across Mondarella’s portfolio and adapt the branding to digital outlets. We couldn’t have done it without her!
