For create a concept that helps highlight the Vegalia brand at the POS, I decided to use a fresh and close tone we reach the flexitarians - understanding therefore: vegetarians who allow themselves to consume sporadically other foods- I decide to cut to the chase using two meanings of flexible.

On one hand I appeal to the mental flexibility of this type of consumer (tries new things, is open mind, practices mindfulness), and on the other hand, I play with physical flexibility (they usually do yoga, Pilates), thus achieving the following mantra: