Thanks Plants is the first seitan-based ‘meatless meat’ brand to be brought to the Irish plant based food market. After years of being passionate about the food industry our client developed a range of three plant-based sausages made from seitan flour, cannellini beans, pearl barley and other vegan ingredients. After the creation of the wholesome and flavourful product, gpstudio was then approached to create a brand Identity which would reflect the products pure, innocent nature.
After researching the target market, we saw an opportunity to create a brand that is attractive to both vegans and meat eaters alike. Further research suggested that in order to fully engage with the Thanks Plants consumer we would need to ensure all Thanks Plants visual communications were never preachy but always playful and fun. Therefore the light-hearted nature of the illustrations and the overall brand identity were designed with the intention to make people smile in the purest possible way.
Creating a concept around ‘We are the mighty grateful, Lovers of all plants’ we designed a bright, fun brand identity to capture and engage with our target consumers. We wanted to ensure the brands visual identity is always honest and pure and will always brighten up your day.
The concept is based around a character ‘Sid the sausage dog’ who is trying to escape being put into a hot dog bun, and he is thankful to the plants for saving him. On one of the packs, he’s driving off in a car; in another, he’s using a balloon to float away; and finally on the frankfurter packaging is an illustration of Sid in disguise hiding behind a small bush.
The overall brand identity and Sid the sausage dog was applied across all packaging, the brands e-commerce website and distributed across all social media platforms.
- Agency/Creative: gpstudio
- Article Title: Playful Packaging Design for Plant Based Brand
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Art Direction, Brand Design, Brand Identity, Brand Mark, Brand Naming, Brand Strategy, Food Photography, Food Styling, Packaging Design
- Format: Sleeve
- Substrate: Pulp Carton
- Industry: Food/Beverage
- Keywords: Plant based, Vegan, Meatless meat, Wholesome, Brand, Brand Design, Packaging design, Brand Identity
Client: Thanks Plants
Photographer: Shilpa Razniewska
Photographer: Sophie Barr photography