An unusually meaty identity for plant-based food brand La Vie

Scandinavian brand agency Everland has teamed up with the always-incredible illustrator Egle Zvirblyte to brand French plant-based food start-up La Vie. Moving away from the typical conventions and “happy, yet boring colours” often found in the meat alternatives category, Everland says it created a playful “brand universe” full of animal characters, utilising Zvirblyte’s signature irreverent style to stay original.

“Meat alternatives are an ocean of sameness, building on traditional FMCG packaging conventions,” Carl Johan Larsson, creative director and partner in Everland, explains. “It’s mostly pale meat patties, happy, yet boring, colours, generic plant icons and then some equally unnoticeable brand name involving butcher, plant, alternative or meat.”

Hoping to stand out and “seduce beet and beef lovers”, the first product from La Vie, meat-free lardons, uses illustrations from Zvirblyte of “Mr Piggy and the ever-present Hooman” across the packaging. The agency explains that every other aspect of the branding has been similarly designed to uphold La Vie’s aspiration to “celebrate life” – including the life of our furry friends. Two typefaces were used in combination: a bold and expressive script to align with illustrations and a rounded sans serif to hint at themes of positivity.

To “flirt” with the colour of bacon, the agency opted for pink as the dominant colour. “Then we add some green and red to support the main colour and differentiate the products,” says Carl Johan Larsson. “Finally, some black for contrast and boldness. All in all, it makes a cohesive look that makes you smile and feel energised, just like the food itself.”