At the end of the day, design can only reframe a question. It cannot answer one. And the question, still, is whether we will let a burger company whip up a drink.
In addition, neither the brand pivot nor product redesign matter one bit if the product isn't good. And it's... not good, according me (and to everyone else I've forced to try it). I'm curious what long-time brand fans think of the flavor.
I fully agree with you, gorgeous redesign notwithstanding.
It would've been a much more reasonable pivot if they've gone into the snack isle, then maybe into beverages. As a vegetarian myself, I.see a lot of opportunities into spaces like vegetarian/vegan jerky kind of products. On the other hand, there are plenty of high protein beverages, including plant based, from companies that started in that space already. If I was looking at a shelf right now, between Beyond, or let's say, Orgain, I'd probably feel more confident grabbing an Orgain.
In any case, I like the Beyond brand and products, I hope this works out for them.
Rebranding after only a few months can look like inconsistency, but it can also be evidence of fast market learning. The useful question is what the first identity failed to communicate: category, benefit, audience, or shelf recognition. A redesign earns its cost when it sharpens the buying decision, not merely when it looks more current.
In addition, neither the brand pivot nor product redesign matter one bit if the product isn't good. And it's... not good, according me (and to everyone else I've forced to try it). I'm curious what long-time brand fans think of the flavor.
I fully agree with you, gorgeous redesign notwithstanding.
It would've been a much more reasonable pivot if they've gone into the snack isle, then maybe into beverages. As a vegetarian myself, I.see a lot of opportunities into spaces like vegetarian/vegan jerky kind of products. On the other hand, there are plenty of high protein beverages, including plant based, from companies that started in that space already. If I was looking at a shelf right now, between Beyond, or let's say, Orgain, I'd probably feel more confident grabbing an Orgain.
In any case, I like the Beyond brand and products, I hope this works out for them.
Rebranding after only a few months can look like inconsistency, but it can also be evidence of fast market learning. The useful question is what the first identity failed to communicate: category, benefit, audience, or shelf recognition. A redesign earns its cost when it sharpens the buying decision, not merely when it looks more current.