Search News


 

Celebrating the Flexitarian


Celebrating the Flexitarian

Posted by: Anthem Worldwide | Date added: Fri 30 Nov 2018

Disruptive design to support a disruptive offer for Unilever's Dutch Icon Unox by Anthem Benelux.

Unilever's Unox, Dutch royalty of all things meaty, has launched its very first vegetarian smoked 'sausage'.

Packing a non-meaty punch, it's taken time to get the recipe right - 4 years in fact! Unox has been working hard to get both the taste and texture spot-on to confidently and credibly offer a vegetarian 'Rookworst' experience.

This bold move has been driven by a consistent global fall in meat consumption and by a growing number of 'flexitarian' consumers - those who don't necessarily identify as vegetarian but look to limit their meat consumption (whether due to animal welfare concerns or indeed a desire for a healthier and more balanced diet).

Such a disruptive offer called for a disruptive design.

The new design for Unox's Vegetarian Rookworst needed to stand out from the rest of the Unox range and also be able to stand alone given its placement in store away from the brands core range. Promoting the distinctive 'U' shape of the Rookworst on pack and avoiding traditional use of product photography, we created a bold and iconic design. For those familiar with the brand, the more simple and contemporary design is surprising - purposely so, in order to encourage consumers to re-appraise the brand more broadly and appeal to new consumer groups.

"We're proud to have helped the Unox team respond to and capitalize on changes in consumer desires and are excited to keep exploring design for a changing world as the brand looks to diversify their product range." (Sara Jones - Design Director, Anthem Benelux)

 

Anthem is a global creative agency that actively connects brands with people by amplifying desirability-creating an insatiable thirst for brands from brand design to brand campaign. Anthem sells brands to drive brand performance. Anthem is part of the brand development group of SGK. For more information visit: http://www.anthemww.com and http://www.sgkinc.com. SGK is a division of Matthews International Corporation.
 

See more from Anthem Worldwide


Anthem Worldwide logo

Anthem Worldwide

http://www.anthemww.com

135 Spring St., 3rd Floor, New York, New York, 10012
Telephone +1 646.344.4821

Other articles by Anthem Worldwide:


Anthem Benelux Wins Silver at the 2018 Pentawards

Anthem Benelux Wins Silver at the 2018 Pentawards

Anthem, a global creative agency connecting people and brands through design, has been honored with a Silver award in the 2018 Pentawards Worldwide Packaging Design Competition.

Date added: Fri 21 Sep 2018


Package Design For Sam's Choice Private Brand Wins Awards

Package Design For Sam's Choice Private Brand Wins Awards

Anthem Worldwide and Walmart Honored in The Vertex Awards 2018 Competition

Date added: Wed 20 Jun 2018


Soapbox Sales and Mission Lift Attributed to Good Design

Soapbox Sales and Mission Lift Attributed to Good Design

Anthem Worldwide and Soapbox Share How Effective Design Can Further Your Brands Mission “Doing Good Demands Good Design: Soap = Hope”

Date added: Thu 10 May 2018


Doing Good Demands Good Design

Doing Good Demands Good Design

David Simnick, CEO & Co-Founder, Soapbox and John-Paul Doyle, Sr. Creative Director, Anthem, will co-present at FUSE 2018.

Date added: Thu 05 Apr 2018


Anthem Worldwide Honored For Packaging Design Excellence

Anthem Worldwide Honored For Packaging Design Excellence

Anthem Awarded in the American Graphic Design Awards Competition

Date added: Wed 21 Mar 2018