Launching an all-new
(all delightful) food brand

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.

NAME

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).

MANIFESTO

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.