Ethos – I-AM

Ethos
A Brand to Challenge Vegetarian Convention

A Brand to Challenge Vegetarian Convention

We were approached by entrepreneur Jessica Kruger to create a new vegetarian brand to be called Ethos. She wanted to completely change the perceptions of vegetarian food and also appeal to a meat-eating audience. This was going to be a meat free offer within a stylish, fresh and elegant environment.

The brand strategy that we created for Ethos centred around challenging the conventions of vegetarian eating and adopting a position that was unexpected. As only 6% of the population are vegetarian, the brand would reveal itself to you subtly through small cues.

Deliciously Different

The stag logo was a deliberate play on traditional carnivore symbology while at the same time representing the largest UK mammal and the protector of the fruits of the forest, nature’s bounty. The strapline also teased enquirers by simply offering something deliciously different. This playful intriguing approach successfully married the need to engage meat eaters while celebrating the power of a meat free diet.

Bringing it to Life

As part of the brand identity we evolved the stags head marque into a variety of expressions and supported it with a fruits-of-the-forest pattern. The colour palette focused on dark blues and gold to create a premium aesthetic, supported by the natural tonal decoration.

The graphic elements we designed form an interconnected brand language that appeal to the target consumer, specifically women interested in healthy eating. The branding was then applied across all touchpoints, including website, social media, packaging, restaurants and uniforms.

A New Vegetarian Hero

The Ethos brand has been an outstanding success, winning Retail Week Interiors Award and converting thousands of meat eaters to the wonders of a plant-based diet. Ethos continues to expand and is rolling-out across London, with its latest site opening in Selfridges.