Honoring the world’s oldest vegetarian brand with their loyal customer base while introducing the new brand to a modern audience, new packaging, messaging, and activation was created for a larger mission. The possibilities a shelf-stable meatless product can provide our quickly thinning food supply, and over farming practices was something the new owner had to get into market for both business and personal reasons. As trends continue to drive toward plant-based alternatives and younger educated audiences, a new look was developed with crave-worthy photography and multiple product line system which included Blue Zone strategies. New forms were chosen to package extended products into different shelf locations and categories. Brand activation developed in sales materials, advertising, and a farmers market-inspired trade show display.