What it’s about
As one of Europe’s vegan pioneers, Vantastic Foods had the product range – but not yet the brand impact. When they teamed up with us, the brand was still flying under the radar: low awareness, little emotional connection, and barely any differentiation in an increasingly crowded category. The goal? Move beyond the “healthy & sustainable” cliché and claim a bigger, bolder role: as a positive voice in a food culture often marked by guilt and dogma.
We redefined the brand from the inside out – strategically, emotionally, and visually. The mission: make Vantastic’s values, variety, and food know-how tangible across all touchpoints.
At the core was a structured brand framework, including purpose, audience mindset, brand values, and tone of voice. The strategic principles behind it:
• Lead with feeling, not facts
• Playful over preachy
• Design as a voice, not just a look
From that, we defined Vantastic’s new role: The Happy Rebel – conscious, inclusive, and full of attitude, but never holier-than-thou.
For us, good design is strategy made visible. That’s why we developed visual and verbal codes based on the brand’s core values.
Joy is expressed through vibrant colors and playful typography. Tolerance is conveyed through an open tone of voice and humorous icons. Sustainability is communicated with clear, story-driven packaging. And lightness is made tangible through minimalist, image-rich design using icons and a free visual language.
And because packaging is center stage in FMCG, we built a design system that didn’t just inform – it activated. Emotionally. Visually. Instantly.
With lighthouse projects kicking off the relaunch, the brand’s transformation quickly became visible and tangible. The full rollout across all focus segments ensured consistency, strong shelf presence, and a level of recognition that finally matched the quality of the products.
Together with Vantastic Foods, JUSTBLUE created a brave, joyful brand – one that stands for something, radiates “Vreude,” and confidently breaks free from the pack.
