• Segmentation
    • Brand Positioning
    • Jobs to be done

Revitalizing Brand Identity and Innovation Pillars through Consumer Illumination

The Challenge

A pioneer in the plant-based food space came to Egg with the challenge of refreshing their brand and innovation strategy to regain category prominence. As plant-based products become more mainstream and attract a broader set of consumers, we needed to demystify emerging plant-based consumers and their dietary lifestyles for future growth.​

Path Forward

The Egg Team worked to understand and chart the plant-based market evolution, project its projected path, and uncover the core opportunity with consumers. By identifying priority segments with the most growth potential, we developed an updated brand presence and innovation focus to help the brand stand out in a newly-crowded at-shelf space. ​


The creation of segment targeting, positioning, Brand DNA, portfolio architecture, messaging, and innovation pillars set the stage for impactful and compelling brand asset and campaign creation.  The result has been a powerful re-introduction to the market that celebrates plant-based eating in all its glory.