PZ Cussons: I’m Plant Based

We were tasked with defining and designing a new premium, vegan, offer for Original Source, the UK’s leading shower gel.

We used cultural analysis to understand WHY veganism is so attractive and aspirational right now. Semiotics showed what ‘vegan’ looks like, and that most of the personal care category is anchored in the green and gentle coding of an older veganism. We identified a major opportunity for a brand to reflect the new veganism, of activism, energy and confidence.

We used the analysis to capture how we should play - the look and attitude of this powerful cultural movement,  effortlessly combining premium sensorial cues and the Original Source parent.