Ahimsa

Ahimsa is the flagship brand of Biosurya Group, a small family business founded in Zaragoza in 1978 by Teresa and Juan, which today holds a significant market share and has been integrated into a leading foreign group in the sector. We've been fortunate to work with them since before the studio was founded, having handled an initial rebranding in 2015 and this repositioning shift in 2021.

How good it tastes to take care of yourself

Responsibility and innovation have always been present in the company and have been the guiding thread of this brand from the beginning. They came from being a specialized channel brand, aimed at vegetarian and vegan consumers, to whom they offered variety, flavor, and care.

Kind food

Now it's time to make the leap into mass consumption in its mission to bring its food options to as many people as possible, vegetarian or not. Demystify vegetarian food so it becomes just another option in omnivorous diets and take it to mainstream channels. Make it easy for anyone to eat how they want, taking care of themselves without sacrificing flavor and reducing the impact on the Planet.

Ahimsa proposes kind food—kind to the environment, to animals, and to people—with its delicious and healthy organic plant-based products.

AN IDENTITY THAT'S KIND TOO

In this new dialogue with new audiences, Ahimsa presents itself with an easygoing language that shuns sophistication. Forms, colors, and typefaces that wink at us metaphorically and literally from the supermarket shelf.

Curves that evoke smiles and a universe of stickers designed for interaction and play. A way to address the need to convey multiple messages in tight spaces while building a toolkit of resources to dominate different touchpoints beyond packaging.

A nod from the shelf

Market research gave us the clues to solve the packaging challenge for the brand's 70+ product references, working within production constraints and inherited limitations from the previous phase.

With an identity that invites approach and trial—without prejudice or judgment, but with commitment—we defined the product photography direction, the label composition system, and the tools needed to empower the Biosurya team to manage changes and new references.

RESULTS

We're achieving a strong breakthrough for Ahimsa in mass retail and building emotional connection with those who didn't know it from the start. At the same time, we've reinforced brand image among its existing audience by explicitly strengthening its purpose commitment: bringing mindful food to more people.