iezeress is a local family business founded in 2002 with the goal to offer a tasty, healthy and affordable alternative to meat and romanian traditional meat dishes. The brand wants to contribute to a sustainable future by serving Romanian customers with good quality alternative food. The rebrand was based on the brand personality that supports this goal: accessibility, inclusivity, friendliness. And most importantly to design new packages for their varied lines of products that tell this story and show that healthy food is also tasty.
Based on the company’s goal to make vegan food everyday food, affordable for everyone, we built the brand story on a familiar metaphor from childhood: "Jack and the Beanstalk", one small bean can make a big change, every small step can lead to a significant change in the world. We remember the tastes from our childhood (most of them to be found in the range of iezeress products) as we take a step towards a healthier, more sustainable life.
We positioned iezeress as “your traditional Romanian vegan brand”, a brand that allows you to make healthier choices everyday. The tagline “Change starts with one bean / Small bean, big mission” is reflected in the logo: the small bean from the letter “i” starts to grow and reaches new horizons.
For the packaging of the products we collaborated with Gavart Productions to create the conceptual food-photography that says “tasty” and leaves space for the varied use of the logo at the same time and created colour schemes that reflect the base ingredient of each main product line.