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Vegan mac and cheese has a lot to prove. People expect it to taste like a compromise, and most plant-based brands answer that with earnest, wholesome copy. GrownAs* is already a bold, cheeky name, so the brand needed a voice that could keep up with it. The copy had to be irreverent enough to stand out on the shelf and still clear enough to sell the product: no dairy, no soy, no nuts, and no crap.

Solution

I gave the brand a voice that's clever, a little crude and fun to read. Even the cooking steps on the box talk back: "Salt? It makes the macaroni happy." On the packaging, a list of "no" ingredients became lines like "Zero bones to pick" and "No nuts, go crazy." That same voice runs through the website. Then I went further with a branded satirical newspaper, full of headlines like "Macaroni Bill Debate Boils Over" and "Cashews Subpoenaed in Allergy Case," plus a recipe section and a soap-opera comic strip about pantry staples.