Be More Plant Box. A vegan gastronomic experience you can assemble yourself. Magu, a Helsinki vegan restaurant is launching a plant-based bespoke Be More Plant food box. Bringing together elements of Magu’s favourite dishes and creations, the carefully curated food boxes provide locally produced, sustainable and delicious vegan dishes. The box brings together a number of ingredients and components, with dishes assembled by the customer to create their perfect combination of flavours. With the dishes designed to be easily put together either at home or outside, the box is a kind of gastronomic LEGO. Assembling an experience piece by piece.
Be More Plant is about not taking food for granted. To use what grows. To influence the consumer and inspire them through product and packaging. To instill care for the environment and pioneer sustainability, from start to finish.
Could we bring something that not only provides gastronomic delight, but also something innovative? Something to capture the customer visually? To communicate what our brand stands for, through packaging.
‘While our main goal is to make great food, consumers have become increasingly aware of the detrimental impact of packaging on the environment. This created a unique opportunity to design a product in line with Magu’s continued commitment to climate and reducing waste. We needed a stylish, customisable and sustainable packaging solution. A product that is perfectly suited to our needs.’ – says CEO Mihkel Vaht
Our design team focused on recyclable, biodegradable, compostable and reusable materials, aiming to eliminate waste and climate impact. It has been reported that in 2019, Finland only managed to recycle some 37 percent of sorted plastic waste. 1
We hope the box adds to the conversation and acts as a reminder to encourage consumers/people to make a better choice, to make it matter.
When looking towards our future, the thinking does not always have to be outside of the box. Sometimes it is necessary to think about the box.
Be More Plant Vappu Box
Be More Plant’s first gastronomic offering is the Vappu Box. Created to be enjoyed immediately with no preparation or heating needed, the menu has a selection of favourite and brand new Magu flavours waiting to be combined by the customer. The box comes with six homemade Oat and Potato Rieska (three each), and a selection of toppings, sauces and oils, leaving the customer able to perfect their own creations. Accompanied by salads and a Poke bowl to share, the bespoke designed, sustainable box is completed with two freshly made vegan munkki.
- Agency/Creative: Restaurant Magu
- Article Title: Restaurant Magu In-house Team Create a Vegan Gastronomic Experience You Can Assemble
- Organisation/Entity: In-house, Published Design
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Finland
- Market Region: Europe
- Project Deliverables: Brand Architecture, Brand Identity, Brand Strategy, Branding, Packaging Design, Product Architecture
- Format: Box
- Substrate: Pulp Carton