Together’s packaging for Plants, developed in partnership with Waitrose and Partners, is a groundbreaking solution that democratizes plant-based eating, focusing on flexitarians. The design places plants at the forefront, elegantly presenting them as they embrace serving suggestions and ingredients, providing a captivating shelf presence. The earthy color palette and illustrations lend a warm and inviting feel, enhancing the macro shots of the food. The packaging balances a storybook-like charm and a premium aesthetic, ensuring it is approachable without being overly casual, making it an ideal choice for a diverse audience.
Plants is an exclusive range in partnership with Waitrose and Partners, aiming to make delicious plant-based food as accessible as possible. The range primarily targets flexitarians seeking help to incorporate more plants into their diet, offering delicious, natural, plant-based food available across the entire supermarket. A single brand partnering with a retailer to execute their plant-based offering is a first for the UK and highlights the importance grocers now place on this generation-defining food theme.
The idea behind our packaging concept is to showcase the heroes themselves: the plants. They are shown nourishing and cupping serving suggestions and ingredients, creating a bold standout on pack and shelf. The immediacy of the brand name and visual identity was key in helping shoppers navigate plant-based foods in a crowded supermarket environment.
A green and cream color palette dominates the range, with accent colors used for ingredients, product photography, and product title differentiation. The range looks delicious and elevates plant-based food to a premium offering. It spans the entire supermarket, from creamy coconut yogurts to filled pasta, fresh sauces, on-the-go options, bean burgers, dips, breakfast cereals, nut butters, and confectionery. Our extensive brand guidelines and design system have helped the Deliciously Ella team roll out their ‘Plants’ range at high speed to meet the demands of new product development and product launches.
