Food Nation
Food Nation —
Plant powered and proud
What we did

Brand Identity
Product Naming
Tone of Voice
Packaging
Illustration
Iconography
Art Direction
Marketing Collateral

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, Food Nation’s products are genuinely packed with fresh vegetables, mushrooms, legumes, herbs and spices.

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.

We wanted to avoid playing into notions of 'natural', as well as expected plant-based tropes and clichés. Instead, Food Nation not-so-subtly reminds people of the magic of vegetables through a bold and visually brave new brand.

The identity is underpinned with a simple but bold logo that references a rainbow, a positive expression of happiness and freedom. We then imagined what characters would look like if they lived in a plant-based utopia. Each character merges plants with life in a fun and surreal way, creating a joyful expression of our Food Nation community.

What we did

Brand Identity
Product Naming
Tone of Voice
Packaging
Illustration
Iconography
Art Direction
Marketing Collateral