Miyoko’s Creamery
Building a strategic case for extending a brand into a completely new product category.
Objective
Break Miyoko’s into a new product category.
Problem
Veganism is restrictive.
Insight
Beauty is the gateway for people to explore veganism through discovery, not restriction.
Target
Flexitarians.
Strategy
Lower the barrier to entry to a Vegan Lifestyle by extending into the beauty industry.
Background
Miyoko’s Creamery is an artisanal, plant-based brand famous for its high-quality, European-style cultured vegan butter and cheese.
The brand is transitioning from a "Founder-led Artisan" company to a "Premium Performance Plant-Dairy" brand, as founder Miyoko Schinner has publicly distanced herself.
Problem
Veganism is restrictive.
Veganism has developed a polarizing reputation. It’s seen as restrictive, preachy, and "all-or-nothing”. Plant-based meat sales have declined, as they are seen as lesser substitutes, rather than an appealing option.
Non-vegans and casual consumers are by the culture surrounding the label, “Vegan”.
Target
Flexitarians.
People who want to make ethical, sustainable choices but are turned off by products that feel exclusive or carry rigid rules. When it comes to beauty products, they prioritize performance, hydration, and high-quality ingredients first; the "vegan" label is a nice bonus, but efficacy is what actually drives the purchase.
Insight
Beauty is the gateway for people to explore veganism through discovery, not restriction.
Beauty products offer an approachable, low-stakes gateway to explore vegan principles without the intense commitment, confusion, or controversy of a complete dietary overhaul.
Strategy
Lower the barrier to entry to a Vegan Lifestyle by extending into the beauty industry.
Idea
Miyoko's Apothecary
A premium vegan beauty line featuring Body Butter, Bar Soap, Hand Cream, Body Wash, and Lip Balm. The formulas utilize the same artisanal "living" food bases as their dairy alternatives, like cultured cashew milk, oat milk, and organic cold-pressed oils.
Packaging Design: A Neo-Victorian, apothecary aesthetic utilizing 100% recyclable amber glass jars, stamped aluminum tins, and paper wrapping to stand out from standard plastic beauty packaging.
Activation Campaigns: "Vegan From the Inside Out": Partnering with lifestyle/vegan influencers to showcase both Miyoko's food and beauty lines.
"The Glide Test": Partnering with beauty and dermatology influencers to prove the efficacy, hydration, and performance of the skincare products to a skeptical audience.