It’s About to Get Vegan Up In Here.
Holy hell, 2020. You really did a number on us. From a devastating pandemic and a forehead-vein-popping election to rampant wildfires and — weren’t there some murder hornets in there somewhere? — I think many of us look forward to welcoming 2021 as a fresh start. My resolutions? To be a force for good in my personal and professional circles and to take the best possible care of my health.
Staying healthy has never been more top-of-mind, and people around the globe are changing their lifestyles and diets to promote better immunity. Personally, I start almost every day with a run to get my blood pumping, drink lots of water, don’t eat meat and avoid as much dairy and animal product as possible. Eating a primarily (or entirely) plant-based diet is good for every system in your body, including (and especially) immunity. That’s why I’m so proud to announce that Plant Perfect®, the vegan mayo brand I was lucky enough to work on with Alicia Potter of Faven Creative, is now in Whole Foods Markets across the country.
Vegan and Proud Of It
Alongside the brand’s founders, Alicia and I worked to bring Plant Perfect to life through a bold and unapologetic lens. Vegan brands tend to fall on two ends of a spectrum: they’re either really soft, gentle and afraid to take up space, or they’re kind of preachy and off-putting. Why? No clue. But we had a better idea: have fun and get loud.
Alicia did an incredible job with the brand and packaging design. She used a striking black brand color to really stand out on-shelf, plus playful typefaces and a flexible logo that is slightly different on each product. I developed the brand positioning (“Vegan Without Warning”), tagline (Un-vegan-believable™), tone of voice, and all the packaging and website copy.
A Little Taste
Here’s some sample copy to get you excited about plant-based foods that make you drool. If you like what you read, get your jar of Plant Perfect vegan mayo from Whole Foods now. Like, now-now. I promise you won’t regret it.
VEGAN WITHOUT WARNING
Plant Perfect isn’t vegan because we’re activists.
WE’RE VEGAN BECAUSE WE LOVE FOOD.
WE ARE CHEFS. WE PUT FLAVOR FIRST.
We are plant-based, in your face, making you question
everything you thought you knew about vegan.
And while we love our planet and all its creatures
—we’re especially partial to elephants—
we’re not here to take a stand.
WE’RE HERE TO FILL YOUR PLATE WITH
FOOD SO LEGIT IT MAKES YOUR JAW DROP.
Like, to the floor. We’re talking organic, palm-oil-free,
unexpectedly plant-based foods that
CRUSH YOUR APPETITE, NOT THE PLANET.
Because when you think about it,
WE’RE ALL A LITTLE BIT VEGAN.
Some more than others, and we’re cool with that.
IT DOESN’T HAVE TO BE ALL OR NOTHING.
Nobody’s perfect, but luckily, plants are. And
WE MAKE PLANTS MAKE YOUR MOUTH WATER.
So throw those expectations out the window, will you?
PRECONCEPTIONS ARE WORTHLESS.
You’ll be shocked at what plants can do, and Plant Perfect will prove it.
You better come hungry because
IT’S ABOUT TO GET VEGAN UP IN HERE.
Image credits: Plant Perfect Instagram