Make a visual identity which is full of energy, naturally bright colours, both suitable for digital and print marketing. Steer clear of the usual methods of suggesting 'plant-based' like off-white paper and rough print. Subscription-based services rely on emotional connection to reduce churn. Brands that communicate warmth, personality, and human presence tend to build stronger long-term loyalty.
The meal delivery market is highly saturated, with many brands relying on muted palettes, neutral packaging, and minimal typography to signal “health” or “premium.” This has led to low visual differentiation, especially within the plant-based segment.
Plant-based meals are often perceived as restrictive, functional, or lacking indulgence. This perception is a barrier to trial for flexitarians and mainstream consumers.
Creating a custom logotype allows the brand identity to be timelessly unique. We see all of the long-standing consumer brands result to perfectly crafted logotypes– think Kelloggs, Coca-Cola, Cartier, Budweiser. Pairing the graphic elements with a bright, optimistic colour palette and expressive typography reframes plant-based eating as abundant, joyful, and lifestyle-led rather than restrictive or moralistic.
The intention with the brand was for the bold, sunny colours to act as a differentiation tool—helping the brand stand out in crowded digital spaces such as Instagram feeds, paid social ads, and app marketplaces.
Another big part of this visual identity was crafting a bespoke logotype which is playful, kinetic and striking. This method of execution is rarely used in plant-based sectors which is what makes it ahead of any competitor in the market.
A script–sans hybrid logotype balances warmth and clarity—introducing a human, expressive tone without sacrificing legibility or scalability across digital touchpoints.
Adding value to the brand through language is another way in which the result went from a visual identity to an established brand identity system.
The visual identity is key to brand, but a large part of the brand identity is the language used in marketing. The statement ‘Plant-based meal delivery for busy bees’ is heartfelt, taps into sentiment whilst letting the customer know that they’ve got the planet and themselves to thank for choosing a more sustainable way of eating.
Book a strategic working session with Samuel to understand what your visual identity needs to help people develop brand beliefs — and where it needs to work hardest to do that.
