EDENSTRATEGY | BRANDING | PACKAGING | DIGITAL | COPYWRITING
Post launch, Eden has been stocked in Tesco, SuperValu, Sainsbury and Dunnes Stores in under three months of release. Plus they have extended their product lines further than their burger and meat(less)ball ranges, entering the vegan sausage market too.
Competition is fierce in the meat-free market, and people are hungry for healthy, eco-friendly options. Eden isn’t just up against the well known meat happy food brands, they are in direct competition with a wave of exciting, new startup brands offering a planet-conscious alternative in the shop aisle. Not to mention the big brands who are trying to pivot and get a look in too. Challenger thinking is our expertise, so we decided to make Eden the tantalisingly tasty burger brand on everyone’s lips, that just so happens to be meat-free.
Eden is a veggie burger brand with a mission to help fellow foodies enjoy natural, green choices that are also good for the planet. Customers were craving food with no hidden nasties, that still had all those juicy flavours. With their competitors all singing about their holier than thou ingredients we saw the gap in the market for Eden to own taste, among a bland isle of grey cardboard patties. So, how does a challenger brand take on the rapidly growing meat-free market?
TEMPTING TO EAT
We brought Eden back to the beginning just as nature intended. Our strategy, branding and packaging brought them back to the garden of Eden and a story of temptation. Our leaf wrapped pack and playful tone of voice communicates curiosity, playfulness and devilishly delicious flavours. Owning green as a core brand colour, surprisingly, allowed us to stand out on a crowded isle.
A bold brand block with shelf shout and cheeky product names capture the tantalising flavour created by Eden’s chefs to tempt customers into eating vegetarian. Finally, the sleeves were printed on uncoated stock with no foils and seamlessly wrapped around eco-friendly tetra packs to allow for recycling, underpinning Eden’s sustainable values.