Nov 30, 2012

Reasons to believe

Dairy substitutes are steadily moving from niche products for allergy sufferers to mainstream contenders, which means taking on ‘real’ dairy products. The barriers to converting most people remain pretty high, so product visuals must make some very convincing promises. Alpro’s new packs do this across the board, with product shots that are truly (can’t help it, pretentious word approaching) ‘unctuous’.

The logo has dropped ‘soya’ in favour of ‘plant power’, and takes on a more natural but still purposeful look. The trays can best be described as ‘high viz’, so it’ll be interesting to see how these evolve to fit the new promise.