Follow Your Heart Rebrand Emphasizes Company Roots

Vegenaise, before and after. Image courtesy of Follow Your Heart.

Los Angeles, CA—Follow Your Heart has unveiled a total rebranding to celebrate 50 years in business, according to a press release, on the heels of an announcement that the brand has been acquired by Danone.

“From our early days as a soup and sandwich counter, to our now internationally-available brand, we have always offered the highest quality, plant-based alternatives made with integrity and love,” said Bob Goldberg, CEO and Co-founder, Follow Your Heart, in the press release. “To prepare for our bright future, we’re celebrating this 50-year milestone by launching a total brand refresh which will support us in meeting the unprecedented demand for plant-based foods. Joining Danone furthers our commitment to bringing delicious, plant-based offerings to even more consumers.”

Follow Your Heart partnered with Chase Design Group to develop a distinctive look that reflects the company’s 50-year history. The press release notes that a major challenge was developing a packaging system that was immediately recognizable, while also being relevant across the various categories in which the brand’s products are found.

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The new logo and accompanying illustration amplify the teal color associated with the brand convey Follow Your Heart’s Southern Californian roots and plant-based focus, the press release says, and feature the company’s founders.

“Inspired by our historic menu and packaging, Chase fully embraced our heritage and this updated logo and design gives a nod to our original hand-drawn look from the 1970s in a modern, classic way,” said Katherine Franklin, VP Product and Marketing, Follow Your Heart. “Our fresh, new brand identity incorporates our authenticity, and it will stand out on the shelves while allowing the flexibility to be extended across all other channels including advertising and social media.”