Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.

Raised & Rooted

A creative strategy for a plant-powered range of products for the European market.

Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.

Conceptional objective:

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.

This image was used in the Aquarius Vive advertising campaign by The Coca-Cola Company. It features friends enjoying Aquarius Vive outside at a picnic and a man hanging upside down from a tree.

Creative response:

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. 

Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.

Commercial conclusion:

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.

Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.
This image shows two Aquarius Vive cans, one in flavour LIMA LIMÓN and one in flavour TROPICAL. The cans are green featuring a Baobab leaf background, and are covered in water droplets. The background is an abstract blue and green image.
This image shows two Aquarius Vive cans, one in flavour LIMA LIMÓN and one in flavour TROPICAL. The cans are green featuring a Baobab leaf background, and are covered in water droplets. The background is an abstract blue and green image.
This image shows two Aquarius Vive cans, one in flavour LIMA LIMÓN and one in flavour TROPICAL. The cans are green featuring a Baobab leaf background, and are covered in water droplets. The background is an abstract blue and green image.