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Follow Your Heart's Brand Refresh Flexes On Plant-Based Newbies

by Rudy Sanchez on 03/03/2021 | 2 Minute Read

Plant-based alternatives to common foods like mayonnaise, cheese, and salad dressings are nothing new, however, renewed consumer interest in replacing meat, dairy, and other animal products with vegan counterparts has electrified the market. While the limelight is on newcomers like Oatly and Beyond Meat, brands with a decades-long history of making vegan products also have an opportunity to reintroduce themselves to a new group of consumers.

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Follow Your Heart is one of these brands, founded in 1970 in sunny and notoriously health-conscious Southern California, as a natural foods sandwich counter. Eventually, the small outfit set out to create a vegan mayonnaise that tasted great. Since then, the product lineup has expanded to include other vegan alternatives to sandwich toppings such as cheese, eggs, and dressings. But Follow Your Heart’s brand identity had become a little too retro, however, and the firm brought in the Chase Design Group to give the identity a contemporary feel while also retaining and elevating Follow Your Heart’s five-decade heritage.

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Editorial photograph

The color palette ties back to the past, but otherwise, the execution is streamlined, made consistent, and adaptable to future products. The plant-based nature and SoCal roots also get represented in the new visual identity. Space is made for the founders to shine on the packaging through copy, and the new look is warm, approachable, and modern, with the foundation of a 50-year brand well-represented.

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Editorial photograph

“Inspired by our historic menu and packaging, Chase fully embraced our heritage, and this updated logo and design gives a nod to our original hand-drawn look from the ’70s in a modern, classic way,” Katie Franklin, VP of product and marketing for Follow Your Heart, said in a press release. “Our fresh, new brand identity incorporates our authenticity, and it will stand out on retail shelves with the flexibility to extend it across all other channels including advertising and social media.”

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