A Fancy Refresh for Fancy Plants
Fancy Plants are a plant-based snacking company with a successful product portfolio of better-for-you plant-based snacks sold in major supermarkets across Australia. Their vision is to create a world where both people and planet thrive. A world where people choose more plant-based foods, because it’s better for them and better for the planet.
Fancy Plants had previously launched with a strong plant-based mission to gain traction in the chilled snacking market. Their brand positioning focused on ‘plant lovers unite’ with vibrant packaging to build brand awareness with plant-based consumers.
The Fancy Plants team approached Davidson to invest in a refined brand and develop growth strategies in the plant-based category.
In an initial audit, Davidson recommended evolving the brand positioning and marketing communications to ‘Fancy Feeling Better?’. It led with the brand name and focused on the direct consumer benefit, appealing to all four of their audience segments.
The creative team redesigned all product packaging to dial-up appetite appeal and provide clear product descriptions and benefits. It still played on the plants, taste and nutrition cues but created an appeal to a broader flexitarian audience.
Photography was leveraged across all the different offerings to help better the consumer understanding about what they were purchasing. Keeping the serving suggestions simple and achievable for all consumers was important. The support of the ingredient cameos with the product photography reinforces that Fancy Plants only use quality, natural ingredients in all the products.
As the packaging design update was an evolution and not a revolution, it was essential to repurpose existing assets where possible so that the current consumers would be able to recognise the brand. The logo, green and pink brand colours and leaf illustration are all well-recognised existing brand assets for Fancy Plants, and so we chose to leverage this in the designs. The bold use of colour paired with the delicious-looking photography creates strong shelf stand out. The newly illustrated leaves also assist in communicating the plant-based nature of the products.
The new packaging design was taken into quantitative research to test three packaging design concepts. The online panel with a sample of 500 indicated a clear winner. The preferred packaging included serving-suggestions photography that showcased the moreish product inside.
“The Davidson team were a pleasure to work with, they expertly navigated our previous branding work and respectfully evolved it. The result is a packaging refresh that not only dials up appetite appeal and increases shelf impact, but also a new positioning that helps us connect with more consumers and summarises perfectly our role in the chiller – to deliver delicious, better for you plant-based snacks. I would highly recommend working with Davidson, they’re collaborative, communicative and experts in their field, a fantastic partner all round“ – Jess Lalor, Marketing Manager