Following their 2020 acquisition of All In Foods, a French plant-based cheese business, Bel Group wanted to create a new brand with global ‘flexitarian’ potential.

In partnership with Hanne Kristiansen, we designed and ran a collaborative project process with the Bel project team to identify a series of potential positioning opportunities for the new brand, before prioritising one route, based on turning the preconceptions of plant-based as being for niche audiences on their head to create an open, inclusive brand that anyone can enjoy.

This positioning formed the basis of the subsequent brand identity and product development strategy for Nurishh, with packaging design created by London agency This Way Up.