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.
Challenge
Strategy - Research
Implementation
✶ #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
With Mondarella products already widely available across Germany, we knew that a thorough rebranding had to be a group effort. So we did what we do best and 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 new packaging design across Mondarella’s portfolio and adapted the branding for digital outlets. We couldn’t have done it without her!
