Full brand creation and launch strategy for a sustainable food pioneer

Born in the UAE, Switch set out to do more than just introduce plant-based products it aimed to change the conversation around sustainability and food innovation in the region. At a time when global food security was top of mind and the GCC was turning its focus toward ethical food systems, Switch emerged with a bold ambition: to localize plant-based eating and create a sustainable blueprint that could scale. Our challenge? Build a brand from the ground up that would carry that weight and make it irresistible.

Crafting a Purpose-Driven Brand from Scratch

From day one, our team at WonderEight recognized that Switch wasn’t just another food startup. It was a mission in motion. Together with the founder, we led a full brand creation process that anchored the company’s identity in values of food security, sustainability, and bold innovation.

We developed the brand strategy, naming, positioning, tone of voice, and visual identity infusing Switch with vibrant personality and regional relevance. Inspired by its fresh, energetic offering, the branding leaned into expressive color palettes, dynamic typography, and a bold yet clean packaging system designed to pop on shelves and delivery platforms alike.

Designing for Sustainability Online and Offline

Packaging was just the beginning. We rolled out a complete ecosystem of brand applications—starting with eye-catching product packaging that clearly communicated nutritional value and shelf appeal. We also designed and developed a sleek, mobile-first, SEO-optimized website to introduce Switch’s story to the world and educate consumers about the benefits of plant-based eating.

But Switch wasn’t just going digital. The brand’s physical environment mattered just as much. For the company’s production and office spaces in KEZAD, Abu Dhabi, we created immersive environmental branding that reflected Switch’s commitment to ethical food production. Through natural materials, sustainable design systems, and custom signage, we crafted an inspiring setting that brought the brand values to life.

Making Noise Ahead of the Launch

No launch is complete without conversation, and we sparked it with a social media rollout tailored to drive curiosity, engagement, and momentum. As the launch approached, our content team created a countdown strategy that introduced the brand, teased the products, and built buzz across platforms

A Launch that Set the Standard

Under the patronage of the UAE’s Minister of Climate Change and Environment, Switch’s launch event opened with high visibility and credibility. Attendees toured the space, sampled the products, and got an up-close look at what Switch stood for. It wasn’t just a product launch it was a movement kickoff.

The public response? Overwhelmingly positive. The media took notice. The products won fans. And investors leaned in.

A Brand Already Outpacing Expectations

Since the launch, Switch has not only exceeded investor expectations it has set the bar for purpose-driven food startups in the region. With a powerful foundation in place, Switch is positioned to scale across the UAE and beyond, leading the charge in sustainable food innovation with a brand built to last.