A new path for New Originals.
New Originals Company
Originally called Alfa Bio, the company began as a small family run business 33 years ago in Banská Bystrica (Slovakia) founded by Jan Lunter. He had a passion for preparing healthy meals for his family, which gradually extended to neighbors, friends and local communities. Over time the Lunter family successfully transformed Alfa Bio into a leading tofu business across Europe, with their product brand ‘Lunter’ becoming the number one Tofu brand in Slovakia and Czech Republic.
With their sights set on new growth and innovation in the European market for natural plant protein products, they set up the New Originals Company GmbH, based in Vienna.
Our challenge was to create a new corporate brand for the venture, delivering an iconic, expressive visual brand identity for the ‘New Originals Company’. This had to bring ownable credibility to the entire brand world and reflect the company’s vision, mission, and values.
With their sights set on new growth and innovation in the European market for natural plant protein products, they set up the New Originals Company GmbH, based in Vienna.
Our challenge was to create a new corporate brand for the venture, delivering an iconic, expressive visual brand identity for the ‘New Originals Company’. This had to bring ownable credibility to the entire brand world and reflect the company’s vision, mission, and values.
Brand strategy
Identity design
Guidelines
New Originals Company stands for a shift towards a new food culture and creates new original, wholesome food made from plants – instead of copying animal products. Our vision is to make a healthier life achievable and good food accessible for everyone. At the heart of our philosophy are open-mindedness, sustainability, and innovation. We’re thrilled with how BrandMe has captured our essence, translating it into a distinctive, captivating, and timeless visual identity.
Martina Schmidt
Chief Marketing Officer, New Originals Company
Approach
In a plant-based market which is awash with a sea of green, the New Originals Company was founded to challenge the norm and be defiantly different, whilst retaining a timeless quality. Taking the core of the corporate brand’s personality, we channeled the idea of originality, by creating a visual representation of ‘making your own path’. Paired with distinct and characterful typography that exudes the warmth of the brand, the new identity reflects the company’s values and it’s people who make it.
New Originals Company are always striving to be the pioneers, using new techniques, creating new paths, having the confidence to see things from an original perspective. The circular icon is a shape that is born from nature, always the core starting point for innovation. The unique element separating from the icon represents how the New Originals Company breaks free from typical expectations and perceptions.
Charlotte Elder
Creative Director, BrandMe
