Project Description

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CREATING AND MARKETING THE FIRST AUTHENTIC PLANT-BASED “SEAFOOD”

GOOD CATCH

THE CHALLENGE

The leaders of BeyondBrands joined forces with world-renowned chefs and a venture partner to create a truly credible 100% plant-based meat analog that would convince mainstream consumers to swap out fish for a “fish-free” alternative on their center plate. We not only needed to develop a delicious, authentic product experience, we had to create the brand identity and a marketing plan in a very condensed timeframe. With no co-packers or R&D precedents available to easily present this concept for production, the team was challenged to find an innovative way to get it done with pre-existing technology and plant ingredients that could convey the taste, texture and nutritional value a consumer would expect to find in a leading alternative meat brand, such as Beyond Meat. The branding and design team was tasked with creating a visual and verbal identity that played off the idea of seafood, without using any symbols or iconography that indicated harming sea life, like fishnets. We wanted to communicate the brand as an ecological alternative to seafood that could save our oceans.

OUR APPROACH

We kicked off Good Catch with an expert team who could boast deep experience across all departments: Operations, Finance, Marketing, Creative, Sales and Culinary.  The startup management group consisted of 10 dedicated teammates who worked collaboratively to bring to life all aspects of the brand you see today on the market.  What may have taken many more years to materialize, was accomplished in under three years from inception. One of our biggest hurdles – developing a means of production that would duplicate the characteristics of seafood – was leaped over when we determined we could take old extrusion technology dating back to the 50s and use a modern day culinary-drive approach to master the first base tuna product we needed as a springboard to our other products.

CREATING AND MARKETING THE FIRST AUTHENTIC PLANT-BASED “SEAFOOD”

GOOD CATCH

THE CHALLENGE

The leaders of BeyondBrands joined forces with world-renowned chefs and a venture partner to create a truly credible 100% plant-based meat analog that would convince mainstream consumers to swap out fish for a “fish-free” alternative on their center plate.

We not only needed to develop a delicious, authentic product experience, we had to create the brand identity and a marketing plan in a very condensed timeframe. With no co-packers or R&D precedents available to easily present this concept for production, the team was challenged to find an innovative way to get it done with pre-existing technology and plant ingredients that could convey the taste, texture and nutritional value a consumer would expect to find in a leading alternative meat brand, such as Beyond Meat.

The branding and design team was tasked with creating a visual and verbal identity that played off the idea of seafood, without using any symbols or iconography that indicated harming sea life, like fishnets. We wanted to communicate the brand as an ecological alternative to seafood that could save our oceans.

OUR APPROACH

We kicked off Good Catch with an expert team who could boast deep experience across all departments: Operations, Finance, Marketing, Creative, Sales and Culinary.  

The startup management group consisted of 10 dedicated teammates who worked collaboratively to bring to life all aspects of the brand you see today on the market.  What may have taken many more years to materialize, was accomplished in under three years from inception.

One of our biggest hurdles – developing a means of production that would duplicate the characteristics of seafood – was leaped over when we determined we could take old extrusion technology dating back to the 50s and use a modern day culinary-drive approach to master the first base tuna product we needed as a springboard to our other products.

SOLUTIONS: ALL HANDS ON DECK

Our strategic leadership team laid out a well-planned set of quarterly milestones for each department head at the inception of brand development. Each team worked collaboratively with the next to build the branding which spoke best to each unique fish-free product developed.

Our first goal was to name the brand; we came up with Good Catch to indicate both seafood and a positive, plant-based solution to overfishing and environmental issues facing the ocean and sea life. The design team developed an anchor logo that immediately signaled seafood, while the tagline, “Plant made. Chef mastered.” told the brand story in two short phrases. We created packaging that communicated that we were plant-based, while remaining friendly to non-vegetarians without being preachy. We landed on using appealing food imagery, to educate the consumer on the many ways the product could be used, for example, how you might use pouch tuna in a salad or put a fish burger in a bun.

Early strategic decisions such as going after tuna in a pouch for dry shelf first, with frozen crab cakes and fish burgers coming on as the second rollout were thoughtful in approach based on manufacturing capabilities and opportunity windows connected to retail category resets.

SOLUTIONS: ALL HANDS ON DECK

Our strategic leadership team laid out a well-planned set of quarterly milestones for each department head at the inception of brand development. Each team worked collaboratively with the next to build the branding which spoke best to each unique fish-free product developed.

Our first goal was to name the brand; we came up with Good Catch to indicate both seafood and a positive, plant-based solution to overfishing and environmental issues facing the ocean and sea life. The design team developed an anchor logo that immediately signaled seafood, while the tagline, “Plant made. Chef mastered.” told the brand story in two short phrases.

We created packaging that communicated that we were plant-based, while remaining friendly to non-vegetarians without being preachy. We landed on using appealing food imagery, to educate the consumer on the many ways the product could be used, for example, how you might use pouch tuna in a salad or put a fish burger in a bun.

Early strategic decisions such as going after tuna in a pouch for dry shelf first, with frozen crab cakes and fish burgers coming on as the second rollout were thoughtful in approach based on manufacturing capabilities and opportunity windows connected to retail category resets.

IMPACT & ROI

As we launched and soon after, Good Catch built an organic fan base of more than 40,000 followers and brand evangelists in the vegan community, won three coveted industry awards in its first year, and achieved a national launch in all Whole Foods. Fresh Direct and Thrive Markets joined us as early partners to jump on board for the brand launch and bring Good Catch into additional retail channels. Good Catch received an enormous amount of positive publicity in the press, including features in Forbes and Fast Company magazines.

“I couldn’t be more proud of the success the founding management has had while co-creating and innovating such a difficult food product to market to consumers who previously had no idea that a fish-free product could taste so close, if not better than the real thing!”

GOOD CATCH CO-FOUNDER, ERIC SCHNELL

LET’S CO-CREATE TOGETHER

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Let’s Co-Create

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