TiNDLÉ
What Is It?!
I Want It!
Deliverables: Brand Design
In 2020, the alternative protein industry raised $3.1 billion in investments—more than in any single year in the industry’s history. Why? It provides solutions to some of our most serious challenges — from climate change to global hunger.
Speaking of meat alternatives. We give you TiNDLE – the new progressive food brand, defined and designed by EVERLAND. TiNDLE gives a strangely familiar taste and texture just by saying it. And it is precisely that experience you get when you’re eating this chicken, made from plants.
We turned TiNDLE into being a brand of curiosity. It is about being strange, palatable, attention-grabbing and curious for more. The flexible design makes it easy for restaurants to be as much TiNDLE as they desire, but one thing is for sure; when you see the TiNDLE flag waving, you know you’re in for a tasteful treat!
“Working with TiNDLE was a great opportunity for an agency like ours; It’s not every day we get to define and design a brand from scratch, and I feel like we really pushed TiNDLE out of the comfort zone and into a space where they can claim their own brand territory.”
– Thomas Gamst, CEO of EVÉRLAND
“EVERLAND really understood our brand strategy and who we are, which was a fundamental step to be able to craft the identity and personality of TiNDLE. I was particularly impressed with the high quality and wide range of routes that the team explored during the creation process, helping us land in the current one. I would be happy to work with EVERLAND again on future projects.”
Jean Madden, CMO of NextGen Foods at TiNDLE
TiNDLE is about awakening the child in you, daring you to try something new, just because! It’s a good brand position for a new food label, and it sparks new life into any menu. You just need to taste that TiNDLE TIKKA MASALALA to see what it does to your tastebuds.
The brand position is also the perfect fit for a fresh tonality and a design that turns heads. Combined with the intriguing name, it is bound to make people talk. Still, the target audience was not your average consumer but another highly demanding group; head chefs of restaurants.
TiNDLE launched in Singapore less than one year after the company was founded, with an initial investment of $10 million. Today, they are on the menu in 1,500 places, including Michelin-star restaurants in Hong Kong, Dubai, Kuala Lumpur, Amsterdam, New York and 37 other cities. You can find their retail products in Germany and USA. TiNDLE raised $100 million in funding, the largest deal size to date in the plant-based meat category globally. Oh, and they are named one of Fast Company’s Most Innovative Companies of 2023. The future looks green and promising.
Hungry for more? Just follow your tastebuds; there is most likely a TiNDLE dish coming to a place near you.
