STRATEGY | BRANDING | PACKAGING | WEBSITE

Evo is a brand intent on bringing the world together through food. By using revolutionary science, indian ingredients and a determination to be an inclusive light in the often judgemental space of vegan food, Evo creates magic with their plant based eggs.

Evo came to us with a strong idea of their brand - they knew that the food and taste would always come first - especially when dealing with comfort food, like eggs. At the same time, they wanted a strong focus on the larger purpose of creating people, planet and palate friendly food.

Our aim was to help Evo define its purpose, get to the core of its mission, and help the brand express itself purposefully as a fledgeling company.Through a strategic lens, we designed the identity, visual language and set the tone for their communication.

A collaborative project that happened remotely - from the very beginning, until now.

It’s no surprise that in 2020, a majority of our projects were worked on remotely. Evo, however, was the first that began and still continues to be a collaboration without ever meeting in person.

We didn’t allow that to get in the way though, through a series of zoom workshops, online presentations and remote conversations, we were able to cultivate a deep understanding of our collaborators, in order to create a brand that reflects Evo’s core purpose.

The ‘better imperfect’ consumer.

Always self-improving and deeply conscious of their impact in the world. They’re in their early 30s, often shop at local farmer’s markets, prefer eco-friendly products and try to eat healthy as much as possible. They also feel low-key guilt about some of their consumption choices.

A World of Niches

There are clean, inert brands. There are wilful indulgence brands. There are green, greener, greenest brands too. Everyone has carved out a niche for themselves, appealing to the few, but alienating to everyone else.

Food is identity.

As our society gets more polarised, divided and judgemental, people become very rigid in their ideas of food too. This often translates into feelings of guilt towards one’s own eating and sometimes hostility or judgement towards those who eat differently than us.

BRAND NARRATIVE

The logo reflects Evo’s culture: friendly, delicious and everything eggs.

The logo was designed in a cursive style to cue friendliness and warmth. The yellow colour brings vibrancy and the shine spot on the ‘o’ gives the logo it’s unique ‘liquid egg’ quality.

These secondary marks were designed to serve as alternate faces of the brand for more playful, consumer-facing situations, such as social media.

The Moong Bean

The ‘Chick’ pea

The Pea

The visual language was crafted to further extend the brand’s central purpose of being friendly and non-judgemental.

The palette was designed to be warm and comforting, like a lazy sunday morning. Through using a mix of bright shades and neutral shades, the palette is able to tone up and tone down it’s playful nature depending on where it will be seen.

The brand typeface, Aesthet Nova is a soft rounded serif that can be warm, nostalgic and yummy all at once. The perfect combination of traits for the brand.

The packaging needed to convey a lot of information about Evo, both as a brand and as a product.

Since the Indian market has never seen a product like this before, it was imperative to focus on how to use it. At the same time, it had to appeal to the target audience, and retain the fun energy that Evo exudes on other platforms.

Plant-based egg startup Evo Foods signs on new investors Shaun Neff, Ryan Bethencourt's Sustainable Food Ventures in $850K pre-seed round

YOURSTORY

Indian Plant-Based Egg Company EVO Foods Gets Angel Investment

VEGAN FIRST

Founders Kartik Dixit and Shraddha Bhansali are now in Forbes Asia 30 under 30 with other trailblazers from the region.

FORBES

Ever heard of eggs made from plants? Here’s everything you need to know

INDIAN EXPRESS

Project Credits

Strategy & Creative Direction : Anushka Sani
Project Management : Nishita Mohta
Strategy : Disha Pinge
Design Lead : Sneha Keshav (Logo & Mascot), Anisha Sirur (Packaging & Art Direction)

Creative Team : Ganesh More
Copy : Siddhartha Menon, Aayush Dube
UI/UX Design : Rohit Dasgupta, Farshogar Vazifdar
Photography : Daniel Schecter
Food Styling : Noa Kanarek