Valess’ new identity appeals to everyone

The Challenge. FrieslandCampina’s Valess brand isn’t only for vegetarians, but for everyone who prefers to go meat-free now and then. Valess asked us for a new identity to communicate the brand as a healthy and tasty alternative.

The Solution. To help the brand distinguish itself from existing vegetarian products we refreshed the packaging with a vibrant purple hue and raised the appetite appeal by underlining the difference between the various flavours.