Home to plant-based products worldwide, Alpro has launched a massive brand refresh to cement its position in the plant-based industry. Led by design consultancy Elmwood London, the rebrand presents a bold new brand look and voice to appeal to consumers.
With over 40 years of expertise in the plant-based business, Alpro’s brand revamp comes amidst a competitive and fast-moving industry. Most notably, the brand’s refresh focuses on its wide assortment of flavours, packed with appeal, and natural ingredients.
![Alpro | World Branding Forum Alpro](https://brandingforum.org/wp-content/uploads/2023/09/08_Alpro_CaseStudy_Drinks_HeroShelf.png)
According to Elmwood London, the challenge was to refine Alpro’s signature assets and introduce even more flavour across the brand. Based on this, the goal would empower their position as a market leader whilst retaining authenticity and credibility.
Following that, the brand’s updated packaging design focuses on its sensational flavours, visually and linguistically. The main ingredients of its plant-based products are now put into focus more than ever, in great contrasts of colours against a white backdrop.
Moreover, Alpro joins the list of brands with a custom typeface, creating Alprolicious with Rachel Joy and Monotype. Combined with the flavour-packed graphics of hero ingredients, its appearance and position on shelves is a definite attention-grabber.
![Alpro | World Branding Forum Alpro](https://brandingforum.org/wp-content/uploads/2023/09/10_Alpro_Sig2_CaseStudy_CoconutPotsFloating.png)
“Together with Elmwood, we united our teams to create a punchy, flavour-packed design that aligns with our aims to communicate the wonders of plants to a wide consumer demographic.” shared Hedwig Borgers, Global Marketing Director of the Plant-Based Division at Danone.
In 2019, the brand underwent a facelift that included an updated logo, design, and packaging range. For its 2023 rebrand, Alpro will begin rolling out the new look across all its plant-based product lines worldwide.