Greendot

Challenge

Greendot started out as a Chinese vegetarian food store. the word 斋 zhāi is often linked to religion (Buddhist), with a misconception that the mock meat used was made of flour and had no nutritional value. The store owners wanted to change that and create an appealing brand for the younger generation.

Solution

We created a brand that focuses on "meat-free" rather than "vegetarian". Instead of using the word "mock meat", we used the name of the ingredients. We also shared their nutritional benefits with the public to educate and change their misconception. Today, Greendot has shed its Chinese vegetarian label and is perceived as a health food brand.