La Vie’s brand universe resonated with consumers and investors and the business broke a French record in 2023, hitting its €1million crowdfunding target in just over one hour.
How do we feed the world and take care of it at the same time? That’s the question two entrepreneurs looked to solve, creating plant-based bacon that looks, smells and tastes like the real deal.
But to get noticed by younger flexitarians, the challenger wanted to question category conventions through a bold brand which would stand out from the vegan crowd. With its illustrative style and cheeky tonality, La Vie’s name, identity and overall communication platform by Everland is catching the eyes of vegans and meat eaters alike.
Playfully celebrating life, the intriguing visual and verbal brand universe is distinct in the category, helping the French start-up attract retailers including Waitrose and Carrefour. 18-months after La Vie’s 2021 launch, the brand had 4,600 points of sale across Europe, was being used in 3,000 restaurants and had secured an exclusive partnership with Burger King across 8 countries.
From packaging to social media, the brand’s personality comes alive across touchpoints, inspiring a new generation to reduce meat consumption. Weekly unit sales in the UK grew +144% between September 2022 and May 2023 and La Vie’s growth trajectory soared, with the brand tripling sales for the first half of 2023, up 379% on 2022.
