CONTEXT

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CHIZOU IS ALL ABOUT SHARING THE LOVE FOR CHEESE WITHOUT THE CHEESE. A NEW ALTERNATIVE FOR GRATED CHEESE WITH THE TASTING EXPERIENCE OF REAL GREEDY CHEESE.

 

IDEA

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AS A NEW PLAYER IN AN ALREADY RELATIVELY OVERCROWDED NON-DAIRY CATEGORY, WE WANT CHIZOU TO STAND OUT INSTANTLY WITH A FUN AND ACCESSIBLE DESIGN. MADE FROM MOSTLY CAULIFLOWER, WE GAVE THE PACKS A NATURAL LOOK & FEEL. THANKS TO A SEE-THROUGH SECTION, PEOPLE GET A LOOK AT THE GRATED VEGAN CHEESE. USING A SOFT COLOUR PALETTE, WE MAKE SURE THE PACKS STAND OUT ON THE REFRIGERATOR SHELVES OF SUPERMARKETS AND TRIGGER PEOPLE’S ATTENTION TO LOOK FOR PLANT-BASED ALTERNATIVES.  

 

THE GOAL OF OUR DESIGNS WAS TO MAKE VEGAN GRATED CHEESE AS ATTRACTIVE FOR VEGANS AS FOR NON-VEGANS. THAT’S WHY WE DECIDED TO LINK EACH FLAVOUR TO A GREEDY EVERYDAY DISH. THE COPY ON THE PACKAGING: “FOR PIZZA LOVERS”, “FOR PASTA LOVERS”, AND “FOR TEX-MEX LOVERS” IS MEANT TO INSPIRE PEOPLE TO USE THIS ALTERNATIVE FOR GRATED CHEESE.

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THE BRAND’S FUN CHARACTER, REPRESENTED BY A CONTEMPORARY ILLUSTRATIVE STYLE, TELLS SMALL ENTERTAINING STORIES AT THE FRONT OF THE PACK. PUTTING THESE STORIES AROUND THE SEE-THROUGH SECTION SYMBOLISES THE PLEASURE OF SHARING FOOD WITH FRIENDS AND FAMILY.

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CREATED BY BLONDIAU & ALTAVIA-ACT*

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CREDITS

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DESIGNER: MARIE DECANT & MONIQUE JORGE

COPYWRITER: JORIS LUYTEN

STRATEGIC DIRECTOR: FARIDA LAMMARI

CREATIVE DIRECTOR: SOPHIE DE PLECKER

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CLIENT: BOLDERFOODS / CHIZOU

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