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Every year we see rising temperatures and massive climate disasters sweeping the planet. With reaching the point of no return just around the corner, the chances of stopping the process decrease. We're all involved and called to act in the Era of Climate Change.
Denying the scientific evidence is mindless and harmful. It means ignoring the problem and being unprepared for what happens next. Luckily, there is an equally growing part of the world population increasingly aware and who is taking concrete actions in trying to change the destiny we are inflicting on Earth.
We are happy to be part of those people who have decided to question their habits and make important changes. As individuals, one of the main contributions we can make to fight climate change is to switch to a vegan life. Yes, we said life, not diet.
We have been proudly
vegan for over two years.
What today we could define as a real movement (don't call it a fad) finds support and guidance also in brands that with their plant-based products aim to offer much more than an alternative to animal products. They intend to make a revolution of the system.
Below are some brands that in our opinion have stood out in terms of visual communication (and that we love!), but similar examples are on the rise.
When we talk about plant-based products, we tend to imagine new companies and start-ups born in the last 5-10 years. Well, that's not always the case. Oatly is a company that has been in business since the 1990s. Its oat milk is the result of extensive research to offer a tasty alternative very similar to cow’s milk in consistency and versatility. To this day, it also offers a wide range of oat-based products, and its attention doesn't stop with the products but also involves the oat supply, energy production sources, and logistics to ensure maximum sustainability for consumers.
Oat milk is our favorite
Oatly knows that it has a responsibility as a company and that it can contribute to change. So it aims to turn the food system and create a movement, the Post Milk Generation, a more aware society that can guarantee a healthy planet for future generations.
The personality is strong and authentic, with an ironic and fun tone, and emerges brazenly through the hyper-creative communication and design of product packaging, advertising campaigns, and website.
When the Oatly milk carton is on the breakfast table, you can start a conversation with it.
Oatly shouts what it thinks in big letters and tells the truth in no uncertain terms. Further, it expresses its mission without sparing words because, as the team declares on the website, they are not "able to do so in just a few succinct sentences". This proves that, beyond irony, they take their goals seriously, and their commitment is such that it requires an equally in-depth explanation.
Let's move on to a younger reality. Heura is a Spanish startup founded by Marc Coloma and Bernat Añaños Martinez in 2017, based in Barcelona, and specialized in the production of what they call the “successors of meat”. The word choice is not random. Heura does not offer an alternative to meat but aims to replace it and transform the current food system to have a positive impact on the planet, animals, social justice and health.
Many feel skeptical about plant-based food because they believe it is unhealthy or overly processed. And yet, Heura produces 100% vegetable meat from legumes and a few other high-quality ingredients, managing to replicate a surprising flavor and texture, thus offering an excellent product from a nutritional point of view too.
You won't feel the difference.
Good Rebels' honor!
Heura is creating the Good Rebels community, a global movement of aware and empowered people to change the food system.
The product packaging hides infographics and quizzes about sustainability issues inside, making it an educational tool for spreading information and awareness. Advertising campaigns and social media communication are no exception. The choice of the yellow color (and not the ordinary green) is inspired by the Mediterranean roots and sun and confirms the desire to stand out and be noticed, as well as transmit positivity and vitality. Heura's design and communication are joyful, pushing and bold. It is not afraid to show off its full revolutionary nature.
The plant-based world must also clash with the regulations and lobbies of food animal production, which, feeling seriously threatened, wage legal battles by appealing to the improper use of terms such as "milk" or "meat". However, they have not come to terms with the creative guile of the plant-based brands that have found a way to sidestep legal obstacles simply by using language wisely.
This is the recent case of Alpro, a company active in the plant-based industry since 1980, that for the launch of one of its latest products, a 100% plant-based milk-flavored drink, bypassed the hitch by simply deleting a letter and calling it “This is not M*lk ”.
From a design side, Alpro maintains a communication we could define as more traditional but no less effective and revolutionary. It too openly expresses its commitment to fighting climate change and has set a list of valuable goals to be achieved by 2025, such as making all its packaging 100% recyclable by use materials with the lowest possible eco impact.
Veganism is a decision that questions every aspect of life, including how you interpret the world and your way of thinking, not just what ends up on your plate. Many still don’t understand that it is more than a diet or a trend. It's a lifestyle, a political choice, the expression of one of the kindest feelings, altruism.
Not only the world but communication too is destined to change.
In the plant-based future, design and packaging will become manifestations of collective thinking and propaganda tools for social movements.