Willicroft Rebranding & Packaging Design
Willicroft, a vegan cheese brand based in Amsterdam, specializes in environmentally friendly, plant-based alternatives that are equally delicious. Drawing inspiration from the founders’ dairy farming heritage, Willicroft merges traditional methods with premium plant ingredients, resulting in products that are not only good for consumers but also beneficial for the planet. Founded by Brad Vanstone in 2018, the brand has quickly earned a strong reputation in the Dutch plant-based food sector. However, despite its successes, the brand's communication and packaging have not evolved since its inception. As Willicroft aims to become a net positive company, it has revamped its recipes to use beans and pulses instead of nuts for improved health and sustainability. The brand approached us to refresh its identity and packaging designs while aligning its communications. Our solution involved crafting a compelling brand story and revamping the visual identity. While we aimed to preserve the vibrant and bold aspects of the previous design, we also sought to establish greater consistency through clearer hierarchy. One key improvement was enhancing the typography hierarchy on the products. To further support product recognition, we designed a unique hand-drawn pattern inspired by the ingredients used. Additionally, to retain the eye-catching quality of the original packaging, we developed a lively color palette for each product, enabling them to stand out and distinguish themselves from competitors.