Vilay

A new territory, identity and personality for the brand

Category 1

A new territory, identity and personality for the brand

The challenge

We drove a new approach to workforce reskilling

The pandemic had turned us toward self-care and a growing awareness of environmental issues and what we choose to consume.

Plant-based was gaining relevance in a diversified category, with one major player leading in communications and brand building.

From there, Vilay didn't just need to build strategic definitions: it needed to move into a competitive space, showcasing all its credentials and historical equity, to embrace a new chapter in its story as a brand.

What we did

Our value proposition

Strategy and Purpose
Culture and Leadership
Brand and Experience
Design, Communications and Marketing
Research: Insights and Metrics

Through ongoing immersion and collaboration with the team, in-depth qualitative research with category consumers, and a review of multiple sources on the evolution of plant-based, we defined the strategic framework for Vilay, translated into concrete definitions (purpose and commitments) and the brand’s visual identity.

Result

Our impact: a connected brand

A purpose and commitments for the Vilay brand, with a more efficient architecture and a visual identity system inspired by and connected to its purpose and key audiences, driving a renewed personality with its own graphic language, fully aligned with its definitions.