Challenge
Launched a decade ago, HECK! has become one of the UK’s best-loved producers of premium sausages and meat-free alternatives, holding a leading share of the market. As consumer demand for plant-based options continued to rise, competitors were not disrupting the category with bold designs and innovative products, HECK! recognized the need for a fresh approach to maintain its standout presence.
Solution
I set out to bring HECK!’s signature sizzle to the meat-free aisle, connecting with a wider audience by leaning into the brand’s unapologetically bold and quirky personality. This meant overhauling the visual identity of its vegetarian and vegan range and developing a playful brand platform for its evolving suite of plant-based products—all while staying true to HECK!’s core family-led values and commitment to delivering seriously tasty, natural ingredients.
I removed the term "Meat Free Magic" and uplifted the messaging with "Power to the Pea" and "Power to the Bean" then crafted a high end colour palette - to help describe the product visually through illustrations I kept signature devices such as the meat hooks, turning them into Vines.
