Heura is a fast-growing startup, making plant-based protein. Animal meat production has a huge impact on the human footprint. So the change to plant-based protein needs to go much faster.
Hence the central question for this product proposal is: how do you have the most impact with the HEURA meat-successor?
The answer is simple and difficult at the same time: convince the BIGGEST meateaters – athletes and traditional men – to eat plant-based meat.
Ideate and design a product and packaging proposal which helps to convince the biggest meateaters to eat plantbased protein.
So how do you do you convince athletes and traditional men that plant based protein are just as good as meat?
The proposed solution – a product and a sub-branding – is based on two insights:
By creating a burger with higher protein (muscle) and fat (flames) content, both needs can be satisfied.
Emphasis is put on the higher protein content, by creating a PRO (tein) sub-brand.
The branding solution is to create packaging with an exclusive look, on which HEURA is connected with muscle strength. The design swaps the yellow and black colors of the classic packaging and introduces images of strength and muscle buildup.
