Gardein Brand Platform
I developed the core brand strapline: ‘Deliciously Meat-Free’.
My line anchors the two brand priorities — taste first, plant-based second.
Asserting ‘meat-free’ over ‘meatless’ was fundamental. Language shapes perception: ‘free’ signals positivity and choice, while ‘less’ suggests reduction. A distinction that matters at shelf level.
The result is a line that’s simple, memorable, and strategically loaded.
Gardein brand strapline
Gardein Brand Manifesto
Alongside the strapline, I developed Gardein’s outward-facing brand manifesto, used across packaging, website and marketing.
It reinforces Gardein’s taste leadership while anchoring the brand in craft and care. The tone positions Gardein as chef-led, confident and centered on the plate, elevating ‘plant-based’ from a substitute to the centerpiece.
Copywriting for Gardein packaging