DreamFarm
Making plant-based a delight, not a substitute.
Filed under: Plant-based, food & beverage, cheese, retail, FCMG, startup
THE ASK
To build a gourmet cheese brand without cheese… In Italy, out of all places!
To break the category clichés of the vegan aisle, and create something mouth watering enough to tempt cheese lovers of every stripe… Not just vegans.
THE TURN
DreamFarm turned the vegan category from a closed circle to an open table.
Scrapping the label vegan and calling it “plant-based”; and focusing on taste, texture, health and sustainability credentials, it could spoke to a much wider audience.
Coral and turquoise broke through the wall of green-coded packs in the plant-based aisle.
It was a brand built to welcome and delight, not exclude and substitute.
DreamFarm made plant-based not a meek replacement, but a proper delight in its own right.
After a very successful launch in its native Italy, Dreamfarm expanded to France & Belgium. It is currently carried in 1004 locations.
ROLE: RESEARCH, BRAND STRATEGY, MESSAGING, NAMING