The plant-based market has seen exponential growth over the last decade on a global scale, with disruptor brands showing up to challenge market leaders in the ever-expanding category. As the plant-based pioneer, Alpro required a confident new look that reasserted the brand’s fresh, flavour-packed appeal amid soaring industry demand. The team came to us for help to embark on a journey to refresh Alpro to be more bold and celebratory, cementing its leading position in the noisy category with a focus on big flavours. In a rapidly evolving category, where challenger brand aesthetics are shaking up the status quo, Alpro wanted to take their brand to the next level in order to stay relevant and reaffirm their place as a market leader. With over 40 years of plant-based expertise, Alpro’s enormous range of flavours sets them apart from the rest. Looking to push a bigger focus on its flavour-packed appeal, our challenge was to finesse their signature assets and inject more flavour across every aspect of the Alpro brand, enabling them to continue as a market leader without losing their sense of authenticity and credibility. Focusing on Alpro's wider brand story and packaging touchpoints, the updated design ramps up on championing delicious flavours through the visuals and language. The photography style on pack heroes individual ingredients with a rebalanced palette that combines vibrant whites with pops of colour to ensure the creative remains authentic to Alpro. Copy plays an integral role, evolving the brand voice with descriptive language to help consumers navigate the variety on offer with ease. Going big on flavour meant creating a bold new typeface, 'Alprolicious', with Rachel Joy and Monotype, which paired with Alpro's unique textures and delicious photography creates an exciting and tasty brand world that also packs a punch at shelf in the busy category. The 'Big on Flavour' idea is brought to life across the entire portfolio of over 130 SKUs across more than a dozen different ranges, ensuring Alpro's brand presence is dialled up across all brand touchpoints. Alpro's new look recognises the brand as the plant-based icon which brings a new confident edge to cement its status as a category leader and innovator.