With Broccoli Lover, a new generation of vegetable snacking steps into the spotlight. The concept introduces freeze-dried broccoli florets in three deliberately surprising flavor varieties — Choc, Chili, and Lemon — and turns an everyday vegetable into the center of a distinctive, attitude-driven brand world. Guided by the bold claim “It’s Broccoli era!”, the project challenges expectations around healthy snacks and presents broccoli not as a compromise, but as a confident lifestyle statement.

MILK accompanied founder Esther Fenske on this exciting journey and developed the packaging design for a brand that aims to connect food and fashion in a fresh and memorable way. The ambition was clear from the start: to create a visual identity that feels as expressive and trend-aware as it is appetizing. Rather than leaning on the predictable visual codes of the health-food category, the design embraces a bolder and more contemporary language — one that is graphic, playful, and instantly recognizable. The packaging does not simply present the product; it communicates a point of view.

The result is a strong, modern packaging system that thrives on contrast and personality. The visual world is loud yet controlled, vibrant yet clean, combining eye-catching color blocking with playful illustration and a self-assured typographic presence. This approach makes the brand’s attitude immediately visible and helps establish Broccoli Lover as more than just a snack: it becomes an object of expression. The design reflects the idea that healthy products can be fun, fashionable, and culturally relevant without losing credibility.

At the heart of the concept is the tension between surprise and familiarity. Broccoli, a product often associated with discipline or routine nutrition, is reintroduced here in a form that feels desirable, crunchy, and new. Each variety adds its own twist to the range, while the overall design system holds the family together through a clear and recognizable brand language. This creates a shelf presence that feels both unified and full of character.

The product itself is equally convincing. Super crunchy and super healthy, Broccoli Lover combines bold taste with nutritional value. According to the brand, one pack covers almost the daily requirement of vitamin C, vitamin B6, and folic acid, based on the NRV (Nutrient Reference Values for adults). This balance of strong health credentials and expressive design gives the project its unique energy. Broccoli Lover proves that functional snacking does not have to look restrained or conventional — it can be daring, stylish, and full of attitude.