New Originals Company making their own path

New Originals Company, the first truly European tofu company, is delighted to unveil their visual brand identity, designed by BrandMe to communicate their defiantly different entrepreneurial spirit and timeless quality.

The New Originals Company GmbH, based in Vienna, unites strong brands (such as Lunter, Omami and Inedit) in one brand house, to set the course for new growth and innovation in the European plant protein market by creating new originals for better health and sustainability worldwide.

BrandMe’s brief was to create an innovative identity that challenges the plant-based norm and its sea of green brand images. The new identity is to convey the company’s human story and its respect for nature, as well as its innovative path. The identity was also to inspire employees joining the forward-looking growing enterprise.

Associate Creative Director, Charlotte Elder explains: “New Originals Company are always striving to be the pioneers, using new techniques, creating new paths, having the confidence to see things from an original perspective. The circular icon is a shape that is born from nature, always the core starting point for innovation. The unique element separating from the icon represents how the New Originals Company breaks free from typical expectations and perceptions. The typography is approachable, bold and confident to reflect a brand that is accessible and inclusive. Each letterform has been crafted to connect with the icon with rounded edges making it feel friendly and positive.”

Chief Marketing Officer, Martina Schmidt says: “New Originals Company stands for a shift towards a new food culture and creates new original, wholesome food made from plants – instead of copying animal products. Our vision is to make a healthier life achievable and good food accessible for everyone. At the heart of our philosophy are open-mindedness, sustainability, and innovation. We’re thrilled with how BrandMe has captured our essence, translating it into a distinctive, captivating, and timeless visual identity.”

Source: BrandMe

  Brand Identity, Branding, BrandMe, New Originals Company, Plant-Based, Visual Identity