Branding, Comms, Creative, Digital, Strategy, Video & Animation

A new brand to shake up the meat free market.

Dopsu

The market for meat alternatives has exploded over the past few years, responding to consumer trends and new ways of eating. But it’s not just about committed veggies and vegans. A much wider group of consumers are now looking to reduce the meat they eat, without compromising on taste and texture.

Introducing: Dopsu. Or ‘Unnamed Meat Free Brand’, as it was known before we got our hands on it. After trying the meat alternative in the development kitchen, we were totally won over. But it needed a strong brand presence to match the great eating experience.

The name came from a mix of Doppelganger and Substitute - a nod to how close the product really is to meat - and we rolled out a fresh, bright brand identity that would resonate with our flexitarian audience and stand out in the freezer aisle. Across packaging, web, a brand video, photoshoot and social media we dialled in key USPs, including a carbon footprint 30% less than chicken.

With five initial SKUs launching on Amazon - No-Beef, No-Chicken, No-Duck, No-Lamb and No-Pork - we’re ready for Dopsu to prove to consumers that they can cut down on the meat they eat, without cutting down on the flavours they love.

A new brand to shake up the meat free market.
A new brand to shake up the meat free market.