The Soy Republic
COMPETITION AND MARKET:
Numerous soy products, Vitasoy and Silk being most prominent. Children and teenagers are currently underserved.
Behind the brand name is a “Cows Choose Soy” idea, a tongue-in-cheek tale of rebellious cows establishing a farm that produces only soy “milk.” The concept called for humorous and whimsical approach, as well as revolutionary symbols, such as stars, and the exclamation “Viva la soy!” To avoid mistaking it for a cow milk product, the brand prominently displays a bean stalk, while the package is printed on an off-white recycled paper with the huge word “soy” on the front panel.