Problem
Plant‑based delivery was dominated by either fake meat or bland health food. Falafel, despite its potential, was reduced to plain balls and a niche vegan audience.
- Limited falafel formats with burgers, salads, and other dishes missing.
- Vegan messaging that felt preachy and joyless.
- Division by dietary identity rather than shared taste.
- No brand making falafel appealing beyond the vegan crowd.
Solution
The brand positioned falafel as universal food, not a vegan statement. Multiculturalism and cosmopolitanism shaped the brand voice, played with a straight face and a wink.
- Promo materials carried the philosophy with ironic multiculturalism and new-age lightness.
- App stayed a tool supporting the brand idea without overstepping.
- Heavy focus on content presentation showing the full range of falafel-based dishes.
- Right balance of features and atmosphere, enough functionality and enough character.
