In response to the escalating demand in the dairy alternative sector, Alpro, a renowned plant-based milk brand, has unveiled a dynamic new branding. This fresh look aims to emphasize the brand’s core ingredients and resonate with a broader audience.
Key Highlights:
- Design Evolution: Alpro’s rebranding, spearheaded by global design consultancy Elmwood, accentuates the brand’s plant-based promise.
- Photographic Flair: The new design incorporates vivid photography assets, enhancing the brand’s flavor appeal.
- Typography Twist: London-based artist Rachel Joy, in collaboration with Monotype, introduces a bespoke typography, adding a unique touch to the brand’s aesthetic.
- Youthful Voice: The brand adopts a more youthful and descriptive tone, guiding consumers through their diverse product range.
- Iconic Logo: Building on its 2019 rebrand, Alpro’s logo takes center stage, emphasizing the brand’s iconic leaf symbol.
Alpro’s rebranding journey is a testament to the brand’s adaptability in a rapidly evolving market. The new design elements, from playful on-pack accents to a rejuvenated tone of voice, aim to capture the essence of everyday Malaysian experiences. The brand’s narrative, focusing on the rich flavors and health benefits of its products, is brought to life with vibrant visuals and engaging language.
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Dominique Geeraert, head of design for the plant-based division at Danone, expressed enthusiasm about the collaboration with Elmwood. He emphasized Alpro’s commitment to innovation and leadership in the category. The revamped branding, he believes, not only retains the brand’s essence but also introduces a more confident and witty market presence.
Kyle Whybrow, executive creative director at Elmwood London, reflected on the brand’s evolution. He highlighted the shift from a design ethos centered on consumer education to one that celebrates Alpro’s broader brand story. The new design, he believes, underscores the brand’s commitment to taste, texture, and positive environmental impact.
The rebranding initiative extends beyond just packaging. It encompasses Alpro’s entire portfolio and defines the brand’s behavior across various touchpoints. Collaborative efforts with other agencies, including the .becoming team based in Brussels, have amplified the brand’s global identity.
Alpro’s transformation is part of a larger trend in the beverage industry. Brands like Coca-Cola have also embarked on rebranding journeys. Fanta, one of Coca-Cola’s flagship products, recently introduced a refreshed look, emphasizing brighter colors and a simplified wordmark.
Alpro’s rebranding is a strategic move in a market that’s increasingly leaning towards plant-based alternatives. As consumers become more health-conscious and environmentally aware, brands like Alpro are poised to lead the way with innovative designs and products that resonate with modern preferences.
