Strategic, creative consultants with a mission.
We want to make plant-based accessible and inspire people to choose plant-based more often. Because we are convinced that a plant-based future is necessary to have a positive impact on climate, animal welfare, and our own well-being.
Sound difficult? It’s really not. From our own experience, we can tell you how fun, tasty, and easy a plant-based lifestyle is.
We help companies to establish a plant-based strategy in retail and food service, to position themselves and generate commercial success in this relatively new segment. As strategic, creative consultants, we help to do so in a substantiated and successful way. From customer insight, strategy and vegan proposition to implementation. Suitable for the brand, and appealing to the target group. Together contributing to a better world.
Not just any name.
In the name ‘Who is Phoebe’, Phoebe stands for plant-based. Plant-based is often abbreviated as PB. For example, on menus, you’ll find the description includes PB, P-B, if you say it out loud, it sounds like Phoebe. ‘Who is Phoebe’ refers to plant-based consumers: who eat plant-based food and how can a company reach this target group? Giving insight into the target group is the first and very important step in what we do.
Phoebe is the personification of the customer segment. Who is Phoebe is also our call to join our mission to make plant-based accessible to as many people as possible.
What makes us different
What do we stand for?
Understanding consumers
From early adaptors to mainstream. What are the motivations of flexitarians, vegetarians, and vegans? What is their lifestyle? We have been investigating this for some time and are closely following the trends. We’ll show you what this means for your company. Understanding provides a guide towards action.
Brand-first approach
We love brands and believe that they make consumers’ lives more enjoyable and easier. Based on the brand identity, we ensure a clear proposition and strong strategy in the plant-based segment. What is your intrinsic motivation for the organisation, who is the target group, and what do you want to offer them?
Creativity & Innovation
Our drive for innovation and commercial and analytical skills combined make us fast and creative thinkers. By looking at a situation from different angles, the best insights and solutions emerge.
Love vegan
A plant-based lifestyle is not so much about the omission of animal products, as it opens up an entirely new world of flavours, ingredients and possibilities. Because we are vegan ourselves, and it has brought us a lot, we understand the opportunities and challenges very well.
Inspire & Share
We share our own enthusiasm and conviction for a plant-based future. We’ll take you to benchmarks around the world. We inspire with current research, trends, and developments.
Challenge accepted
With 15 years of work experience, we know the challenges (retail) organisations face. It is precisely for this reason that our approach provides solutions that are an integral part of the brand and range, and are based on insights into the target group.
our team
We are the cheerleaders for vegan
Maaike van Rooden
With 15 years of work experience at different design agencies, Maaike has advised various companies, in a variety of different sectors, as a consultant, on the development of their brand strategy, concept, and customer experience. She finds it intriguing what brands can bring about: the promise, the special experiences, and the stories to share. Maaike has a strong sense of developing visions and brand stories and is able to convince others with her enthusiasm and knowledge. Her experience and choice to live a vegan lifestyle now come together in a company that wants to contribute to a better world for people, animals, and nature.
partners
Depending on the challenge and the sector, we put together a team of specialists. This way, you always work with the best experts to bring the project to a successful conclusion. Our network consists of design agencies, such as Crossmarks and SVT Branding + Design, and self-employed professionals with experience in branding and positioning, retail design, in-store communication, visual merchandising, category management, and customer research.