Willicroft

Brand Identity
Brand Strategy
Packaging design

Natasha Wiesemann

Willicroft is an Amsterdam based vegan cheese brand that makes planet-proof, plant-based alternatives that are just as tasty. Inspired by the founders’ dairy farming roots, Willicroft combines age-old techniques with high quality plant-based ingredients, creating alternatives that are as good for you as they are for Mother Nature.

Willicroft is established in 2018 by their founder Brad Vanstone. In its relatively short existence, the brand has gathered a great reputation in the Dutch plant-based food landscape. Despite many successes so far, the brand communication and packaging hasn’t evolved since the establishment. As Willicroft aspires to be a net positive company they have changed their product recipes, from based on nuts to be based on beans and pulses, to be even more healthy and sustainable. Willicroft reached out to us, to refresh their identity and packaging designs and align the brand communication.

We’ve helped Willicroft with the creation of a strong brand story and re-alignment of the visual identity. The previous brand was very vibrant, bold and eye-catching. We did want to maintain the recognisable elements of the previous identity, but at the same time create more consistency by making clear hierarchy decisions. One of the solutions was to create a clear hierarchy in the typography on the products. To support the recognisability of each product, we created a unique hand-drawn pattern based on the ingredients that have been used to make the products. To maintain the popping effect of the previous packaging, we've created a vibrant colour palette for each product that helps the products to stand out and differentiate themselves from their competitors.