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Launching an all-new
(all delightful) food brand

Brand naming
Brand manifesto
Website copy
Headline writing
Packaging copy

Picture this: you’re pioneering plant-based meat brand Tofurky. You’ve made your mark on Thanksgiving, become a household name, and penetrated mainstream markets to be stocked at supermarkets worldwide. The next logical step: a plant-based dairy brand. One that shares Tofurky’s philosophy of inclusive eating and the joy of delicious food.

But we’re getting ahead of ourselves; when we first started working with Moocho, it wasn’t even Moocho yet. It was just a twinkle in Tofurky’s eye.


First things first: a new brand needs a great name. Just like the name Tofurky, this new brand name had to be light, accessible, and fun to say. The winner, Moocho, combines a cattle-reminiscent “moo” sound with a connotation of abundance (the Spanish word “mucho” means much, many, a lot, or plenty).


We carried this abundance mindset over into the manifesto, expressing what the brand stands for: plant-based eating as an experience of delight and satisfaction. It’s not about saying “no” to dairy; it’s about saying “yes” to the tastier things in life. This outlook brings it into alignment with Tofurky’s complementary brand and creates a cohesive link between the two brand stories.


Our next project for Moocho: headlines that capture the personality of the brand. Versatile lines like “It’s ok to crave” give readers a snapshot view into Moocho’s brand manifesto and come in handy for the brand to use everywhere from social media to PR boxes.


Finally, Thread created packaging copy that intros the products in the Moocho voice: fun, lighthearted, and excited about the endless possibilities of enjoying their foods.

Drumroll, please: Thread is now a Certified B Corp! We 🎉 are 🎉 stoked