FMCG Branding & Packaging Design

CLIENT: Life Health Foods Australia.

We designed the packaging for The Alternative Meat Co. Heat'n'Eat meals, an innovative leader in plant-based meats. It's insanely good for the environment, easy to cook and absolutely delicious.
Our art direction, inspired by street food, breaks the boring run-of-the-mill vegetarian product shots and appeals to both the vegan community and the meat eater - enter the world of flexitarians.

The overall brand archetype is rebellious - challenging the way we source protein and driving sustainability stories that are the foundations of plant-based protein. The brand identity brings hipster cues targeting Millenials with fresh rebellious language - we engage our audience in a fun, friendly manner.

You'll never miss seeing these in the supermarket. The bold bright packaging colours break category cues and pop on shelf-like beacons - driving visual prominence.

Better still - you can be eating a delicious dinner in under 10 minutes.

WHAT WE DID

Brand Strategy
Brand positioning
Brand Archetype
Naming
Brand Architecture
Brand Design
Brand Narrative
Packaging Design
Photography
Point Of Sale
Marketing Communication