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Baecon – Pray to the Bae

Baecon – Pray to the Bae

The Brief: Develop brand name, backstory, identity and boutique packaging for vegan bacon product.

Baecon was invented by Instagram #couplegoals influencers Josiah Fleek and Margot Slay. They converted to veganism after an eye-opening yoga retreat to an exclusive temple in Sri Lanka. After learning to subscribe to the belief that your body truly is a temple, they believed they could make a meat-substitute that was far from boring and just as delicious as normal meat. With a playful attitude and a planet-conscious ethos, Baecon was born, aiming to target a new generation of healthy eaters.

The colour palette is inspired by millennial pink. The illustrative style and creation of the Baecon character add a light-heartedness to the brand. The use of gold foil elevates the packaging to feel more boutique. Tone-of-voice is key to the brand, with a fun brand story and flavour names. These elements combine to perfectly target their Gen-Z and millennial audience, standing out from a crowded market of other meat-alternative brands.

CREDIT

  • Design Agency: Krista Kay Design
  • Organisation/Project Type: Student, Non Published Concept Design
  • Article Title: Baecon – Pray to the Bae
  • Brand / Project Name: Baecon
  • External Design Credits: Shillington
  • Strategic Deliverables: Research / Insight, Brand Naming, Brand Strategy, Tone of Voice, Product Naming
  • Design Deliverables: Packaging Design, Illustration, Brand Identity, Branding, Brand Creation, Graphic Design
  • Location: United Kingdom
  • Market Country: United Kingdom
  • Market Region: Europe
  • Product Category: Fresh Food
  • Consumer Packaging Format: Box
  • Consumer Substrate / Material: Pulp Board, Gold Foil

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