The Great Chap - Vegan Food

Challenge: Soya Chap is a young brand introducing plant-based raw food made with soya beans and wheat flour in UK Vegan Market. The task was to create desirability for Soya Chap by creating compelling and edgy identity design, packaging and communication.

Solution: The word ‘chap’ describes soya chunks, in the local lingo, but we realised that it had a useful double meaning. So we decided to personify the qualities of Soya Chap, calling it ‘the great chap’. We flaunted the goodness of its taste, texture and great health benefits.

My role: Naming, Ideation and Art Direction
Agency: Roll Dot Agency
Website: www.thegreatchap.com