Branding and marketing for vegan brands
Many people enjoy buying vegan products, even if they aren’t vegan themselves. They base their decisions on taste, quality and how the product makes them feel. Our branding and marketing for vegan brands immediately highlight what makes your product special and why it brings joy.
Efficient implementation
Structured onboarding and offboarding for every project
Clear processes
Three established processes guide you safely through your project
Sustainable success
A weekly 60-minute group call following the end of the project
More success through real differentiation
The real challenge
Where branding and marketing make all the difference for vegan brands today
#01 Pleasure vs. Self-denial
Most people who buy vegan products do not follow a vegan lifestyle themselves. They make their choices based on taste, design, quality and curiosity. However, many vegan brands focus primarily on what is not in their products. This makes even an excellent product sound like a compromise. Customers who do not follow a vegan lifestyle are more likely to reach for the familiar product on the shelf next to it.
#02 Clear Name vs. New Rules
A good product name immediately tells customers what to expect. However, when it comes to plant-based foods, many familiar terms in the EU are reserved for animal products, such as „milk“ or „cheese“. From 2026, names such as „steak“ and „bacon“ will be added to this list. At the same time, there are many different vegan labels. If the name and labelling are unclear, customers are reluctant to buy.
#03 Individuality vs. veganism as the norm
For a long time, being vegan was a strong unique selling point. Today, almost every supermarket stocks its own vegan products, often at significantly lower prices. A green leaf and the word „vegan“ on the packaging are therefore no longer enough. Customers need a reason to choose your brand in particular. An identity with its own story and character provides that reason.
Our response
By showcasing their products, vegan brands are attracting new customers
Focusing on the enjoyment of the product
We highlight what makes your product desirable: taste, materials, design and quality. This applies to vegan food just as much as it does to bags, cosmetics or wall paints. Your values remain evident without coming across as preachy. This means even customers who aren’t vegan will be drawn to your products.
Clear naming and labelling
We develop product names, claims and labels that are immediately understandable. In doing so, we ensure compliance with the applicable EU labelling regulations. We use vegan seals and claims in such a way that customers trust them at a glance.
An identity that reflects your brand
Colours, typography and visual language are shaped by your brand’s history and character. The result remains just as recognisable on a fully stocked shelf as it is on a social media feed or in an online shop.
A system covering everything from packaging to the shop
Brand strategy, logo, packaging and labels, product photography, social media and the WooCommerce shop all follow a clear direction. With templates and guidelines, your brand identity remains consistent, even when your team creates content themselves.
Experience from major brands meets a sense of purpose
We have previously worked for major brands such as Henkel and Fresenius. Today, we deliberately apply this expertise to brands that do not cause animal suffering yet still inspire enthusiasm.
Values that we practise ourselves
Our founder has been vegan since 2015. Fixed, transparent prices ensure that you can plan with confidence right from the start.
What you get
A vegan brand makes the strongest impression when it has its own distinct character
Vegan doesn’t always have to look the same. Muted earth tones and a green leaf are just one option amongst many. A vegan brand can also be colourful, playful or elegant. The key thing is that the brand identity suits your product and Enjoyment of the product inspires. That’s exactly why we develop branding and marketing for vegan brands: with your values at the heart of it all and a design that can’t be mistaken for the competition’s.
Vegan Food and drink must stand out on the shelf, Fashion and Accessories in the lookbook, Natural cosmetics in the bathroom and Interior Design and Home Living in the room. Pet products and vegan hospitality Each one follows its own set of rules. That’s why every presentation is rooted in your product: with names that are instantly recognisable and a design that carries through from the label to the online shop. This is how you attract customers who are happy to return, regardless of whether they follow a vegan lifestyle themselves.
Customer feedback
What our customers say
„Sustainable branding isn’t just a green veneer, but a clear stance. This is where brands are created that not only make a visual impact, but also take on genuine responsibility and demonstrate a measurable impact.“
Anke Kühne
Managing Director | Estaverde
„Ethical brands don’t need flashy marketing; they need clear, honest language. When strategy, design and values align, genuine trust is built – and that’s exactly what lasts.“
Hannah Seward-Thompson
Sole trader | Mint Hedgehog
„Impact is created where branding does not merely sell, but brings about change. Sustainable brands in the property sector demonstrate that business and social responsibility are not a contradiction, but the very future.“
Ludwig Frede
Managing Director | BonnVisio
In figures
Why branding and marketing pay off in measurable terms for vegan brands
of people in Europe cite taste as the most important reason for buying a plant-based product. Animal welfare only comes in tenth place. Those who emphasise enjoyment therefore reach a significantly wider audience.
Many people in Germany often buy vegetarian or vegan alternatives. By contrast, only a small percentage follow a vegan diet. Your customers are therefore mainly people who are curious and enjoy good food.
Source: BMLEH, Nutrition Report 2025
Shoppers buying vegan and vegetarian alternatives find the wide variety of labels confusing. Clear product names and unambiguous labelling therefore give a real competitive edge.
Branding process
From Purpose to Presence in four phases
Our process takes your brand from six weeks to Purpose to Presence. Across four phases , a clear, actionable result emerges step by step. The first and final phases each last one week, whilst the two in between each last two weeks. Each phase builds on the previous one and delivers a concrete outcome. At the end, you’ll have not just ideas, but a finished, consistent brand foundation – ready for use.
Strategy: Discover & Define
Once we have gathered all the relevant information, we carry out a thorough analysis. The aim is to truly understand the market and target audience before we develop the brand core, positioning and persona. We consolidate the results into a presentation, agree on them collectively and then translate them into a clear Strategy Guideline – as a robust foundation before the creative work begins.
Rough concept: Design
Now thinking becomes visible. Based on the archetypes from persona development, we use mood boards to discuss the atmosphere and style of the future brand identity. We then develop design routes as concrete creative directions. This phase is about establishing a clear direction and making selections – not yet about fine-tuning.
Detailed design: Develop
The chosen direction is worked out in detail here, and the system is made consistent. Components, variants, applications and details are refined and professionally prepared. This takes place internally, with a round of revisions. An idea is transformed into a robust, functioning system that can be implemented.
Realisation: Deliver & Document
This is where the branding is launched to the world: All assets are carefully developed and handed over; once approved, the brand is ready with logo, typefaces, colours, pictograms and illustrations are immediately ready for use. In the Design Guidelines , we establish clear rules for the system, explain how the building blocks interact and provide examples of their use – ensuring that the brand remains consistent, scalable and comprehensible in the long term.
FAQ
Before you ask, we’ve already answered –
The most frequently asked questions are rarely the least important ones – which is why we answer them here openly and straight to the point. This will help you find your way around, understand our processes and plan your next steps realistically. If you still have any unanswered questions, simply book a coffee date with us – transparent, structured and on equal terms.
What does branding and marketing for vegan brands involve?
To the Branding This includes everything that customers see and experience in relation to your brand: the name, logo, colours, typefaces, visual style and the way you communicate. To the Marketing how this brand engages with its customers, for example through packaging, its website, online shop and social media.
The foundation is key. First, we clarify, who you want to reach, what makes your product special, and what values guide you. The result is a brand identity that brings these values to life and makes people want to try your product.
Does my brand have to emphasise the word „vegan“?
Not necessarily. Some brands show ‘vegan’ as a clear distinguishing feature, because their customers are specifically looking for them. Others offer Taste, quality or design put it centre stage and present veganism as a given characteristic, for example by displaying a seal on the packaging.
Which approach is right depends on your customers, your product and your sales channels. We’ll work this out together during the strategy phase, before the first design is created.
What do the new EU rules on product names mean?
In the EU Plant-based foods have long been prohibited from being labelled „milk“, „cheese“ or „butter“. In 2026, the EU also decided that names referring to animal species and specific cuts of meat are to be reserved for animal products, for example „steak“, „bacon“ or „chicken“. The transition period for this change is A three-year transition period. General terms such as „burger“ are still permitted.
We are not a law firm and do not provide binding legal advice. However, we develop Product names and labels that are clear and self-explanatory and not depend on a single term. In the case of sensitive terms, we also recommend a Review by a law firm specialising in food law.
Which brands is your branding suitable for?
For brands whose products contain no animal-derived ingredients: vegan food and drink, wines and spirits, natural cosmetics, bags, shoes and accessories, pet products, as well as paints, fabrics and home furnishings that meet vegan standards. We also support vegan restaurants, cafés and hotels. Whether it’s a start-up or an established family business: what matters are the values behind it.
If your product focuses primarily on environmental claims relating to its origin, materials or climate, our Green marketing for sustainable products The right way to start. Often, both themes are part of a brand. In that case, we bring them together in a unified brand identity.
What should I do to prepare before I start?
Anything that describes your product is helpful: your product range, your target customers, your sales channels and existing evidence such as a vegan certification logo or details of your suppliers. Existing materials such as packaging, your website or photos are also useful.
You don’t need to come prepared with ready-made answers. During the coffee break, we’ll sort things out together, what defines your brand and what your brand identity needs first and foremost. That way, you’ll start with a clear plan.
A coffee break together
Branding and marketing for vegan brands that share the same values
Branding and marketing for vegan brands ensures that customers recognise your product and are happy to buy it. It combines enjoyment with values, and clarity with character. This way, you attract customers who share your values, as well as those who simply love good food, beautiful things and genuine quality.
In a a no-obligation, free coffee break Let’s explore together whether we share this vision. You grab a coffee, and we’ll make sure to set aside some time. During the break, we’ll organise our thoughts, share ideas openly and work out what really matters for your brand. Calmly. Honestly. Without any pressure to make a decision.
Do you want people to be able to tell straight away what your vegan brand stands for? If so, we look forward to hearing from you.
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