I pitched an idiomatic brand relaunch for a brand in the German organic food industry, adding plenty of authentic (and funny) southern German local colour.

• Illustrator
• Photoshop

The unique selling proposition was "meat-free, but local and organic, from the Swabia region of southern Germany".

The content strategy relied heavily on humorous use of the local dialect - in a region that is not traditionally known for being terribly progressive, creating a contrast designed to make people smile, meat-lovers and vegans alike.

The pitch didn't make it into a full brand of its own - but elements of it are in active use in the company's other brands.