A creative strategy for a plant-powered range of products for the European market.
Tyson Foods Inc. approached P&W as it wanted to expand into Europe given the increasing number of consumers turning to plant-based foods. P&W has redesigned Raised & Rooted, making the vegan, flava bean and pea-based products range appropriate for the European market. Initially, the range will be sold through food-service channels, but is set to launch via retailers later in 2021.
P&W ensured differentiation between each product via colour-coding and the packaging features ‘falling’ ingredients. There is a bespoke brand font and clear layout of information regarding each product’s benefits. The packaging substrate is made from recyclable, 60% bio-based plastic material.
The design strategy communicates the great Raised & Rooted product qualities, and the fun, spontaneous personality of the brand and eating experience. P&W has also created a comprehensive set of brand guidelines and designed promotional materials.