WTV! is a bold new plant-based brand made for real people. No rules, no guilt, no green clichés—just good food and better choices, made simple. Born from the need to stand out in a saturated market, WTV speaks with attitude, breaks from category norms, and brings plant-based eating back down to earth. We’re not here to convert you. We’re here to include you.
YEAR
2024
ROLE
Brand Audit
Market Research
Brand Strategy
Visual Identity
Challenge
In an increasingly competitive vegan market, where new brands emerge offering similar products and values, the real challenge isn’t just launching another brand—it’s making it relevant and different.
How can we stand out in a space where many brands look and sound the same?
M mission: build a plant-based brand that feels real, relevant, and radically different. Not just another wellness cliché—but a statement.
Approach
Step 1: Market Research
I began by identifying the target audience and its potential—people open to plant-based eating but disconnected from the elitist or overly "greenwashed" narratives dominating the space.
Through an in-depth competitive benchmark of five key players, I analyzed:
Product offering
Brand positioning & purpose
Value propositions
Tone of voice, naming, messaging
Visual identity & communication territories
Step 2: Finding the Opportunity
I then mapped these insights into a positioning map to visualize market gaps and overlaps.
Step 3: Defining a Concept
From this, I discovered a powerful opportunity:
“We’re just regular people.”
A brand that speaks like you, lives like you, and eats like you.
This led to the creation of a clear brand purpose:
To democratize plant-based eating.
And a distinct tone of voice:
Bold. Provocative. Slightly rebellious.
Outcome
Smooth Scroll
This will hide itself!
This will hide itself!
What the Veg!
OVERVIEW
WTV! is a bold new plant-based brand made for real people. No rules, no guilt, no green clichés—just good food and better choices, made simple. Born from the need to stand out in a saturated market, WTV speaks with attitude, breaks from category norms, and brings plant-based eating back down to earth. We’re not here to convert you. We’re here to include you.
YEAR
2024
ROLE
Brand Audit
Market Research
Brand Strategy
Visual Identity
Challenge
In an increasingly competitive vegan market, where new brands emerge offering similar products and values, the real challenge isn’t just launching another brand—it’s making it relevant and different.
How can we stand out in a space where many brands look and sound the same?
M mission: build a plant-based brand that feels real, relevant, and radically different. Not just another wellness cliché—but a statement.
Approach
Step 1: Market Research
I began by identifying the target audience and its potential—people open to plant-based eating but disconnected from the elitist or overly "greenwashed" narratives dominating the space.
Through an in-depth competitive benchmark of five key players, I analyzed:
Product offering
Brand positioning & purpose
Value propositions
Tone of voice, naming, messaging
Visual identity & communication territories
Step 2: Finding the Opportunity
I then mapped these insights into a positioning map to visualize market gaps and overlaps.
Step 3: Defining a Concept
From this, I discovered a powerful opportunity:
“We’re just regular people.”
A brand that speaks like you, lives like you, and eats like you.
This led to the creation of a clear brand purpose:
To democratize plant-based eating.
And a distinct tone of voice:
Bold. Provocative. Slightly rebellious.
Outcome
Smooth Scroll
This will hide itself!
This will hide itself!
What the Veg!
OVERVIEW
WTV! is a bold new plant-based brand made for real people. No rules, no guilt, no green clichés—just good food and better choices, made simple. Born from the need to stand out in a saturated market, WTV speaks with attitude, breaks from category norms, and brings plant-based eating back down to earth. We’re not here to convert you. We’re here to include you.
YEAR
2024
ROLE
Brand Audit
Market Research
Brand Strategy
Visual Identity
Challenge
In an increasingly competitive vegan market, where new brands emerge offering similar products and values, the real challenge isn’t just launching another brand—it’s making it relevant and different.
How can we stand out in a space where many brands look and sound the same?
M mission: build a plant-based brand that feels real, relevant, and radically different. Not just another wellness cliché—but a statement.
Approach
Step 1: Market Research
I began by identifying the target audience and its potential—people open to plant-based eating but disconnected from the elitist or overly "greenwashed" narratives dominating the space.
Through an in-depth competitive benchmark of five key players, I analyzed:
Product offering
Brand positioning & purpose
Value propositions
Tone of voice, naming, messaging
Visual identity & communication territories
Step 2: Finding the Opportunity
I then mapped these insights into a positioning map to visualize market gaps and overlaps.
Step 3: Defining a Concept
From this, I discovered a powerful opportunity:
“We’re just regular people.”
A brand that speaks like you, lives like you, and eats like you.
This led to the creation of a clear brand purpose:
To democratize plant-based eating.
And a distinct tone of voice:
Bold. Provocative. Slightly rebellious.
Outcome
Smooth Scroll
This will hide itself!
This will hide itself!