Concept BonMush began its journey as BonRill, a traditional family-owned butcher’s business known for its famous ‘rillettes’. Now, led by the fifth generation, the company has evolved into a vegetarian and vegan-focused brand. Their mission? To make classic meat-products “future-proof” by reinventing them as plant-based, without sacrificing the rich flavours everyone loves.

Concept BonMush isn’t just about going veggie; it’s about transforming the way we think about meat alternatives. The brand needed to shake off the stereotypical image of vegan products as “tree-hugging” and bland. Instead, BonMush embraces a rebellious, playful and positive attitude, reflecting the personality of its founder CEO Caroline Vercauteren.

Tone of voice A custom set of taglines were created to suit the brand’s playful and bourgondian tone of voice. In addition, we designed a custom pictogram system to showcase important product claims in a clear, impactful way across different media.

Toolbox An adapted version of the Super Fat Bob typeface (by Phantom Foundry) was created for the BonMush communication, adjusting certain characters to enhance legibility on packaging.

The visual design was completed with a friendly yet determined mascot—a balance between a classic recognisable mushroom and the more abstract oyster mushroom.

Art Direction The photography focuses on showcasing BonMush products in all their savoury glory, highlighting textures such as crispiness, creaminess, and umami. Hands were incorporated into the shots to add a sense of authenticity.

Result BonMush’s rebranding marks a bold departure from its butchery roots while staying true to its heritage of high-quality, flavourful food. The new identity reflects the brand’s rebellious, forward-thinking nature and ensures they stand out in a competitive plant-based market.