2019 - present
Credo Foods
STRATEGY
logo
BRANDING
packaging
UNPACKING WHO YOU ARE
Being from the valley between Texas and Mexico, Credo founders Adam, Maddy, and their daughter Addy have high standards when it comes to Tex-Mex food. However, while switching to a vegan diet they began to understand the way meat and dairy adversely affected their health. Looking to improve the overall health of their friends and family, they set out to create a more plant-friendly alternative and Credo Foods was born.
unpacking THE CONSUMER
While a vegan diet is a healthy one, the majority of consumers are unwilling to give up animal products altogether. Yet Americans are awakening to the fact that they need to consume more plants. They’re torn between what is better-for-you, and what is fun and tasty. Furthermore, queso is all about social eating, chips, and margaritas – is it possible to have your queso and eat it too?
PACKING IT ALL BACK UP
We first eat with our eyes. The same goes for packaging. If it looks appetizing, it’s flying off the shelf and into the cart. We positioned Credo’s Cashew Queso around the fun of sharing food. Using vibrant colors, melty queso imagery, and fun cashew characters we conveyed the idea that even though the ingredients might be a little different, the familiar flavor we know and love is still there, only this time it’s a bit healthier.
Plants change lives.
UNPACKING WHO YOU ARE
Being from the valley between Texas and Mexico, Credo founders Adam, Maddy, and their daughter Addy have high standards when it comes to Tex-Mex food. However, while switching to a vegan diet they began to understand the way meat and dairy adversely affected their health. Looking to improve the overall health of their friends and family, they set out to create a more plant-friendly alternative and Credo Foods was born.
How good can vegan queso be? Hint: Very good.
unpacking THE CONSUMER
While a vegan diet is a healthy one, the majority of consumers are unwilling to give up animal products altogether. Yet Americans are awakening to the fact that they need to consume more plants. They’re torn between what is better-for-you, and what is fun and tasty. Furthermore, queso is all about social eating, chips, and margaritas – is it possible to have your queso and eat it too?
Guiltless gluttony: Dig in together.
PACKING IT ALL UP
We first eat with our eyes. The same goes for packaging. If it looks appetizing, it’s flying off the shelf and into the cart. We positioned Credo’s Cashew Queso around the fun of sharing food. Using vibrant colors, melty queso imagery, and fun cashew characters we conveyed the idea that even though the ingredients might be a little different, the familiar flavor we know and love is still there, only this time it’s a bit healthier.
THE IMPACT
Many more people consuming plants!
Credo’s new branding is being received well by both vegans and non-vegans. Their products can be found in Whole Foods, Central Market, and other markets soon. The positioning was so impactful that it has informed product innovation and the overall vision for the company’s future.