Fast food brands are on every high street and around every corner. Here we have a fast food product that contains none of the nasty stuff, but with all of the flavour of a great burger. With the vegan lifestyle growing in popularity, here was an opportunity to really shake things up.
The approach was a brave and single-minded approach to challenge the big boys. We started with a clear brand positioning makes no bones about what we stand for, with an identity and attitude that was certainly designed to ruffle a few feathers.