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.

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.