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Quorn introduces new identity as it accelerates worldwide growth

Quorn has taken another step to accelerate its growth across the globe with the introduction of a new packaging design and brand identity to broaden the appeal of the meat free brand. 

Designed by Bulletproof, the new look is part of a wider £10m relaunch that has seen the brand target what it calls Healthy Discoverers- those looking for alternative healthy foods- without alienating its core consumer base. 

The agency worked from a creative platform of ‘lighter, brighter discoveries’ and the design solution centres around editorial-style food photography shot top down by Andy Grimshaw.

To reinforce the brand name, a subliminal ‘Q’ is formed throughout the photography, either with the handle of a dish or cutlery resting on a plate. Bulletproof has also introduced a split colour system to the packs to team with Quorn's well known orange. 

Peter Harrison, Quorn Foods marketing director said: “Quorn needed a brand refresh to ensure it had broader appeal. Bulletproof have delivered a fresh and contemporary design, full of appetite appeal that perfectly reflects our future vision for the brand.” 

The new packaging will be rolled out this month. 

Featured by The Drum