Gardein Brand Platform
Who: Gardein International
What: Core brand strapline
The ask: Clarify what the brand stands for as it grows. Keep taste front and centre. Make plant-based feel like a positive choice.
What I did: I created a structured Key Message Copy Platform document: a practical guide to tone, priorities, vocabulary and narrative direction. The strapline, Deliciously Meat-Free, came out of that process.
Aprés-ski: The brand and packaging relaunch, and international promotions, rolled out with one consistent anchor line across every touchpoint.
Gardein brand strapline
Gardein Brand Manifesto
Who: Gardein International
What: Outward-facing brand manifesto for relaunch packaging and web
The ask: Write our mission statement. Create a foundational message to appear across the redesigned international range and website.
What I did: I reflected Yves Potvin’s original intention, to make plant-based food worthy of the centre of the plate, and reframed their mission around that idea.
The manifesto foregrounded award-winning taste and chef-led craft, positioning Gardein not as a meat alternative, but as the main event.
Aprés-ski: The manifesto ran across the full relaunched range and web presence, reinforcing a confident, chef-led voice at shelf level and beyond.
Copywriting for Gardein packaging