Customer Project
PROJECT
TINDLE is one of the most innovative brands in the plant-based meat category. The objective of the project was to move the brand beyond the conventional visual language of traditional meat alternatives and create a distinctive premium brand that makes enjoyment, creativity, and modern plant-based eating emotionally engaging.
The outcome was far more than a new packaging design. UNICORN developed a holistic brand prototype that established the strategic and creative foundation for TINDLE's future brand identity, creating a brand experience that is bold, contemporary, and unmistakably distinctive.
CHALLENGE
The analysis revealed that the original packaging closely followed established category conventions, resulting in limited brand distinctiveness. The premium positioning was communicated primarily through a traditional restaurant-inspired aesthetic—refined and sophisticated, yet emotionally distant and visually restrained. To unlock its full potential, the brand required a much clearer positioning and a visual identity capable of expressing innovation, enjoyment, and the vibrant lifestyle associated with modern plant-based cuisine. The objective was to create a brand that inspires consumers on an emotional level while standing out confidently within an increasingly competitive market.
STRATEGIC INSIGHT
The positioning process revealed that TINDLE is not in the business of selling meat alternatives—it is shaping a new culture of food enjoyment. In this context, premium is not defined by fine dining or exclusivity, but by creativity, shared experiences, curiosity, and the joy of discovering new flavors. Plant-based eating is presented not as a compromise, but as a vibrant, contemporary culinary experience. This strategic mindset became the foundation for every design decision—from typography and visual language to packaging architecture and the overall brand experience—creating a brand that feels inspiring, expressive, and unmistakably modern.
SOLUTION
UNICORN developed a comprehensive brand prototype that consistently brings the new positioning to life. The project included:
- Development of a new brand and packaging strategy
- Simplification and refinement of the packaging architecture
- Creation of a distinctive premium typography
- Development of an emotional, contemporary visual language
- Design of a clearly differentiated product architecture
- Definition of a flexible design system for multiple product categories and flavor variants
- Development of a consistent premium brand experience across the entire product portfolio
The result was a scalable brand system that combines strategic clarity with strong shelf impact. Every design element was carefully crafted to reinforce TINDLE's positioning as a bold, modern, and premium plant-based brand—creating a distinctive identity that is instantly recognizable across all products and markets.
IMPACT
The result was the transformation of a category-standard packaging design into a distinctive brand world with a strong and memorable identity. The new visual language combines premium quality with emotion, contemporary design, and the joy of food, creating a clear point of differentiation in the rapidly growing plant-based market. At the same time, the newly developed design system provides a scalable foundation for future product extensions and portfolio growth. Its flexible architecture ensures that new categories and flavor variants can be introduced consistently while preserving a strong, recognizable premium brand experience across the entire range.
Your Contacts for the Tindle Project
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