In a strategic move, This introduces a revamped brand identity to bolster its market position in plant-based foods.
- Partnering with design agency Kuba & Friends, This retains its iconic branding elements while refreshing its visual language.
- The redesign emphasizes product imagery, highlighting the food itself over previous meal shots.
- This collaborates with agencies to update both its tone of voice and brand messaging.
- The rebranding will gradually appear on shelves, starting in early 2025, as part of a phased rollout.
In a strategic move aimed at reinforcing its presence in the plant-based food sector, This has unveiled a refreshed brand identity. Partnering with the design agency Kuba & Friends, the company aims to make its brand more distinctive and memorable in a competitive market. The design changes focus on both maintaining core brand elements and enhancing visual consistency across all consumer touchpoints.
This’s iconic hand holding a fork remains central to the brand’s identity. The logo has undergone subtle changes, with the trademark now located inside the ‘S’ of the brand’s name. This redesign is part of a broader initiative to align the company’s visual elements with its innovative goals in plant-based foods.
The packaging now features a blue sky and clouds, described by the company as symbolizing “a new dawn in plant-based food.” In addition, the brand has moved away from generic meal representation, opting instead for close-ups of their food products to place them front and center. This shift is intended to draw more consumer attention to the quality and appeal of their offerings.
In pursuit of a stronger connection with their audience, This has also revised its communication strategy. Working with Reed Words, the company has crafted a new tone of voice that aligns with its identity as a leading innovator. The brand line “This changes everything, about plant-based food” is intended to evoke a sense of revolutionary change in the way plant-based foods are perceived and consumed.
In addition to the visual and tonal changes, This is set to refresh its online presence, updating its website and social media channels. This digital revamp is expected to align with the broader brand changes and will be fully implemented over the initial months of 2025.
During this transitional phase, both the updated and existing brand designs will coexist on supermarket shelves. As the rollout progresses, consumers can expect to see a complete shift to the new branding within the first part of next year.
This’s brand refresh represents a commitment to innovation and leadership in the competitive plant-based food market.
