La Vié
From Plants
with Love
Deliverables: Brand platform, Visual Identity, Packaging Design, Instore, POS and Outdoor material
La Vie is an ambitious French scale-up that specialises in plant-based meat. They are on a mission to unite vegans and meat lovers alike. Unlike other brands in the category, they don’t see themselves as an alternative to meat, but more like the new meat, so there really is no compromise. It’s better for the planet, better for people, and clearly much better for animals.
A Brand Universe Unlike Anything Else.
La Vie wanted an entire brand universe with an identity, a quirky tonality, and a packaging that challenges the category conventions. Something never seen before. Did we mention they were ambitious?
Made From Grass, Not From Ass.
As a bold challenger brand, we needed an illustrative style that matched our warm and edgy tonality. Luckily, we were able to collaborate with the Lithuanian artist and illustrator Egle Zvirblyte. She creates bright, punchy and irreverent work with a strong presence, but it is also relatable and funny. Just what we needed to break with the category and turn some heads.
“It’s a dream come true to create truly bold brands like this. With La Vie it’s either go big or go home. It’s been really fun, really challenging, and really rewarding.”
Carl Johan Larsson, Creative Partner & Director, EVERLAND
Eat Bacon, You Pig!
La Vie’s go-to-market product is lardon, small strips of fat plant-based bacon. We invented an entire universe with animal characters for each type of meat. For the first package, we introduce Mr Piggy and the everpresent Hooman, lying and chilling with a bacon pasta dish. It’s colourful, positive, and a true celebration of life!
From Start-up to Stardom!
La Vie had a dream start being the very first start-up with a national listing in Carrefour, France. Shortly after this, La Vie raised a record-high 25 million EUR in funding for further development and international expansion, with famous co-investors and animal lovers like Natalie Portman (Yes, the actress), Eric Melloul (Chairman Oatly) Thibaud Hug de Larauze (CEO back market), Thomas Lodewijk Plantenga (CEO Vinted) and Frédéric Mazzella (CEO BlaBlaCar). One year after the launch, La Vie is available in six European countries, including the United Kingdom, and present in all of France’s supermarkets as well as several restaurant chains, including Burger King. The rest of the story is yet to be written.
Looky Here, Hooman!
Read below why La Vie is rapidly growing in popularity.
La Vie is better for you
33% fewer calories, 60% less fat, 11x less saturated fat, and 15x more fibre.
La Vie is better for the planet
88% less CO2, 82% less water, and 74% less land used. (Blue Horizon Report 2020).
La Vie tastes better than bacon
92% preference over traditional bacon in blind testing at the SIRHA 2021 fair in Lyon.
La Vie has been a long way coming
Launched after 5,000 trials over 3 years of research to mimic animal fat on the World Animal Day 4 October 2021.
La Vie harms no animals
A patented recipe that allows La Vie to reproduce what everyone loves about animal meat, only without harming any animals.
La Vie is award-winning
“Best faux bacon product” at World Plant-based Taste Awards, 2021. Gold Prize at Les Trophées de l’alimentation végétale 2021, Special Jury Prize at the Sandwich & Snack Show 2021, and finally, Gold at FAB Awards 2022. Bon appetit.
“I have worked with many great agencies in my career, but I have never experienced such a high level of conceptual creativity before. EVERLAND made the perfect platform for La Vie’s future success.”
Romain Jolivet, CMO & CCO, La Vie