Veesey

As an existing brand in the free-from category, Veesey was an idea born out of the need of a Kiwi family to find dairy-free food options for their children. The previous design was played by brand—light category rules, focusing on the product. It was quirky but with no shelf presence. With a risk of deletion compared to bigger competitors, the brand needed to refresh its in-store appearance and entire look in the category. Competitor brands had more facings and product offerings. Vesey needed to refresh to stand out in the store and appeal to the new Free-from consumer.

After research and competitor analysis, the opportunity to redefine the language by which this category was identified. Dairy-free cheese is traditionally referred to as ’alternative’, which leads to the idea of ’other’. This is the antithesis of what Veesey delivers - great-tasting cheese products. Our new positioning, ’intolerant to boring,’ created space for a new visual language to amplify enthusiasm for food. A non-dairy brand owning bright cheese yellow is bold, and the wordmark is soft, friendly and gooey. Black typography and illustrations are bold and easy to read, while vivid colour explosions are used for range navigation.

With a small but growing dairy-free chilled products range, Veesey has been greeted very positively by trade and category managers. The range has quickly gone from a handful of basic cheese staple products to creamy dips, pestos, and pasta sauces. The brand’s NPD pipeline is now packed with future product ranges to meet retail demand.

New additions to the brand toolbox include a wide range of hand-renown, doodle-style illustrations of key taste profiles, ingredients, and meal solutions. Used randomly across the front face of packs, these add movement while helping position the brand as a new ingredient option for consumers as part of each meal-making occasion. Brightly coloured shapes are at the centre of each pack. Primarily used as a range navigation device, these act as shelf interuptors - bold and brash - these are connection to the brand DNA of joy and enthusiasm.