LA FILLE DU BOUCHER for Viangro
The Next Generation Cuisine
So, what has a butchers daughter go to do with a range of plant-based ready meals exactly? Well, therein lies the creative power of La Fille du Boucher. The brainchild of Auriane Borremans, who is indeed the daughter of a prominent Belgian butcher, who decided to follow her own rebellious path towards a 100% vegetarian future. Shocked by the negative impact the meat industry can have on our planet, her goal was to fiercely promote the benefits of a vegetarian diet and the culinary delights that can be created from a vegetable or plant-based perspective.
With this rebellious character in mind, we set out to shake-up the world of veggie ready meals with refreshing take on what the category needs. We used a tattoo inspired approach to help inspire a branding and visual identity that combines the edgy personality of the brand positioning with the natural nature of the product ingredients. This eye-popping illustration style starts with the branding that symbolizes the beating heart our client has for her cause and then playfully translates the recipes that make up each meal.
Using a tailor-made carton sleeve, whose unconventional offset shape helps define the brands character, we wrap each pack with impact and colour whilst maintaining an imperative amount of product visibility. On the flip side we use this opportunity to continue the brand story with Auriane herself endorsing her own creations.
Plant power that packs a punch!
