La Vie is an ambitious French start-up that specialises in plant-based meat. They are on a mission to unite vegans and meat lovers alike. Unlike other brands in the category, they don’t see themselves as an alternative to meat, but more like the new meat, so there really is no compromise. It’s better for the planet, better for people, and clearly much better for animals.

La Vie wanted an entire brand universe with a brand identity, a cheeky tonality, and a packaging that questions the mainstream conventions in the category. Something never seen before. Did we mention they were ambitious?

As a bold challenger brand, we needed an illustrative style that matched our warm and edgy tonality. Luckily, we were able to collaborate with the Lithuanian artist and illustrator Egle Zvirblyte, who has worked with large international brands like Apple, Google, Adidas, Nike and Volcom. She creates bright, punchy and irreverent work with a strong presence but it is also relatable and funny. Just what we needed to break with the category and turn some heads.

La Vie’s go-to-market product is lardon, small strips of fat plant-based bacon. We invented an entire universe with animal characters for each type of meat. Additional characters and icons were also designed for all kinds of touchpoints, both digital and physical. For the first package, we introduce Mr Piggy and the everpresent Hooman, lying and chilling with a bacon pasta dish. It’s colourful, positive, and a true celebration of life!

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