Alpro

Intent

To make Alpro irresistible by showcasing its flavor-packed appeal and securing its place as the undisputed leader in the plant-based revolution.

Alpro needed a confident new look to reaffirm its leading position.

The challenge

The plant-based market has experienced exponential growth over the last decade, with disruptor brands challenging established leaders in the ever-expanding category. As a pioneer in plant-based innovation, Alpro needed a confident new look to reaffirm its leading position. The team came to us for a brand refresh that will help it stand out in a noisy category. With over 40 years of plant-based expertise, Alpro’s enormous range of flavors is what sets it apart. We set out to infuse this flavor-packed appeal across every aspect of the brand, maintaining the brand’s authenticity while creating a bolder, more celebratory identity.

The idea

We focused on injecting flavor appeal into Alpro’s signature brand assets and across Alpro’s entire portfolio of over 130 SKUs in more than a dozen different ranges. The updated design champions delicious flavors through visuals and language, with a photography style on pack that heroes individual ingredients. A rebalanced palette combines vibrant whites with pops of color to ensure the creative remains authentic to Alpro.

The evolved brand voice uses more descriptive language to help consumers easily navigate the range of offerings. Going big on flavor also meant creating a bold new typeface: Alprolicious, developed in collaboration with Rachel Joy and Monotype. The new typeface pairs with Alpro’s unique textures and mouth-watering photography to create an exciting and tasty brand world that packs a punch at shelf.

The impact

Alpro’s new look celebrates its well-earned status as a plant-based icon, giving the brand the confident edge of a category leader and innovator. Hedwig Borgers, Global Marketing Director of the plant-based sector at Danone, notes, “Having partnered with Elmwood for over a decade now, we are incredibly proud of the updated packaging and brand world experience across Alpro’s core and premium portfolio. Together with Elmwood we created a punchy, flavor-packed design that aligns with Alpro’s aims to communicate the wonders of plants to a wide consumer demographic.