Challenge

With Yves Veggie Cuisine as a competitor, Momo's Veggie Kitchen was about to enter the vegetarian meat space, but didn't have a brand or packaging that matched their retail price.

Solution

A character, "Momo", was created that embodies what the brand stands for. The chef character is friendly and illustrated in a stylized way where he could be of any ethnicity. This suggests the products can be used in a variety of ethnic cuisines and also provides freedom in creating Momo's future lines. The meat, seen through a cut-out window, looks so authentic, that the package design incorporates a vegetable illustration under the logo to clearly show the products are vegetarian.

Result

The product stood out on the shelf and was differentiated from the competition through the strong brand presence of the "Momo" character. Momo's Veggie Kitchen gained more stores that carried their products.