Pleggo is a plant-based egg scramble using one of the most sustainable protein sources available, the mung bean. Not only does it look and cook like an egg, but tastes even better. The egg substitute contains less fat than a chicken egg, is protein-rich, and has zero cholesterol. Their motto: plants, not chicks — a better egg for you and the planet.
Pleggo, a scaling startup and plant-based food product sought a new visual identity to target animal-friendly, vegan consumers and environmentally conscious buyers.
This startup had already found a product-market fit with cooking demonstrations and taste samplings at local farmer’s markets in larger cities across the U.S. They needed a brand that would attract their target audience on a global scale and match the quality of their product. They also had the challenge to convince consumer’s the product was not made from chickens, even though it looked and tasted like a chicken egg. A name that was fun and easy to say was also requested.
Polarized Branding designed a rustic brand identity that allows Pleggo to be the only egg substitute that appeals to the ultimate food enthusiast and eco-conscious consumer. We targeted urban millennials who enjoy frequenting farmer’s markets, cooking, and farm-to-table cuisine. The brand’s visual look has a familiar warm, organic, local farm vibe, but fresh pops of color help grab attention on display shelves while boldly stating, ‘Plants Not Chicks’ — their signature tagline. The brand name fused the words ‘plant’ and ‘egg‘ to create a unique compound name. And the hand-drawn illustration of the mung bean plant helps tell the authentic story behind the brand. The carton is made of 100% recyclable materials, not plastic like competitor’s packaging, further reinforcing the brand’s commitment to sustainable solutions.