100% Vegan? Science-made? Rule-breakers? This is Grated, and they're going to lead the food market into the future...

Grated is a vegan cheeze brand that doesn't shy away from being 'bold' in nature and 'refreshing' in design! Being developed through science, and ensuring a minuscule environmental effect and carbon footprint in its production, Grated cheeze is the future, and their damn passionate about leading us into it.

It's simple... "Build a rebellious identity for a science-based, vegan cheese company - oh, and drop the 's' for a 'z'."

• Revolutionary.

• Fearless.

• Murder-less.

• Passionate.

• Innovative.

• Bold & Authentic.

"Grated doesn't plan to stay small - they have dreams, and they have people behind the brand that are driven enough to reach them!"

Bold colours that are most appealing in the food market include warm hues like red, orange, and yellow, as they help entice hunger and work well with one another, as well as green shades which help make the brand feel greener and healthier (which Grated is).

Being a british company born into the present day where everything right now is pretty gloomy, Grated wanted to bring some colour into the market, and not cost the earth for once, in both the price of the product and the ethical price of its production. Targeting the newer generation of consumers, the design had to be memorable, emotionally attached, and a bit 'out there'.

Alongside the colour scheme came the idea for mascots. The need for a character that reinforces and "humanises" the brand itself would be unique in the vegan cheese space, as it'd also be something that our more youthful consumers can give a name, personality and attachment to.

My process began with general lines, sketches, and drawings. The ideas currently going around were to develop something that looked fun and whacky, yet omitted the more energetic, rebellious, and even serious nature of the brand.

Leading with the concept of being lab-made, I wanted to replicate cheese that was already made along with its unique look. But, it isn't cheese. It's cheeze. And you can not tell the difference, because there isn't one - the only change is that ours doesn't need to cost a lot to develop or buy, and it's a whole heap better for the planet, its animals and overall life.

A simple set of mascots, representing the sheer personality of the brand, and its different selection of products that it sells with the same science-made formula. Typical, natural dairy colours are used to contrast the core purpose of this company, which is to say "no" to animal-based cheese, and "I'll give it a shot" to the environmentally-friendly, bold and fearless alternative... Grated Cheeze.

I'm passionate about the planet, and working with companies/startups/entrepreneurs who aren't afraid to over-step, stand out, and become something amazing. If we align even a little bit, then I want to hear from you! 💌