LIGHTLIFE REBRAND

With new owners, new products and a new vision, Lightlife needed to put a new face on an old brand and reconnect with their core
vegetarian audience and expand appeal into new target segments.

The Challenge

After years of corporate ownership, Lightlife had lost touch with the core audience that brought them success. The brand had become generic and no longer communicated the qualities they once stood for. Frozen aisle products sales were in decline and a new refrigerated line of items were ready to launch. Lightlife needed a brand redesign that would communicate the values the company was founded on and broaden appeal to the growing audience of casual flexitarians.

Brand evaluation

Lightlife began as a small scale producer of tempeh in a converted car wash in western Massachusetts. Their commitment to vegetarian and vegan lifestyle helped build an authentic brand story that allowed growth into many other product categories, all sharing that authenticity.  An acquisition by food giant ConAgra saw a slow but steady degradation of that authentic positioning.  The existing Lightlife brand had evolved to become generic and middle of the road with no real connection to the company's roots. New ownership understood that they needed to recapture that position.

Logo development

A brand mark needed to be developed that maintained the equity in the existing brand but communicated a less processed, more handmade attitude. The brand needed to connect with hardcore vegetarians and vegan but have broad appeal to those new to meatless eating.

Package design exploration

A range of package designs were developed that represented a transition from the existing brand position to a place more aligned with the wants and needs of target consumers - less processed, more artisanal and hand made

Final brand design and corresponding packaging were rolled out across 36 products in 5 categories. The brand continues to grow into new product lines in fresh and frozen retail sections.

Brand has been applied to a range or marketing assets including printed catalog, point of purchase displays, trade show booth and more.