Welcome to Food Nation where plants are grown to be eaten. Good for us, good for the planet, and a joy to eat.

Food Nation is a disruptive new plant-based food brand on a mission to get people eating more plants. Unlike other plant-based products that are filled with soy, starch, and fillers, theirs are packed with fresh vegetables, mushrooms, legumes, herbs, and spices.

The brief was to create a joyful and spirited brand; something totally unique and inclusive to celebrate plant-based food. In a retail environment that leans into a more quiet approach, along with visual clichés of what is ‘natural’, we wanted to do the opposite to make the packaging leap off the shelf.

Food Nation is a world in which omnivores, carnivores, vegans, vegetarians & flexitarians can all come together and agree that plants are yum, fun, and great to eat.

Rather than leading with conventional photography of the food on the front of the packs, we let illustration be the hero, in the process creating something fresh, bright, bold, and spirited. We imagined what characters would look like if they lived in a plant-based utopia, and gave each product SKU its own unique personality. Each character combines a plant-based ingredient with life in a fun and surreal way, creating a joyful expression of our Food Nation community.

A playful tone of voice was created, which was applied to everything from product naming, through to headline and long form copy. Iconography was developed highlighting various health benefits, along with supporting brand and food photography which celebrate plant-powered goodness in all it’s glory.

Food Nation isn’t about preaching, we all know eating vegetables is good for us, instead, Food Nation not-so-subtly reminds people of the magic of vegetables through a bold and visually brave new brand.