Design: Studio h
Project Type: Produced, Commercial Work
Client: Just Wholefoods
Location: London, United Kingdom
Packaging Contents: Dried vegan mixes and confectionery
Packaging Substrate / Materials: Cardboard, biodegradable film
Printing Process: Litho, Flexo
Studio h has redesigned the brand identity and packaging design for Just Wholefoods, an independent company who produce a range of plant-based and vegan dried mixes and confectionery. The mixes are easy to prepare and ideal for busy lifestyles.
Studio h were tasked with applying a design rationale to give clarity and cohesiveness to a 20-strong product range that had grown organically over the years with no unified packaging design.
“The challenge with the redesign was to create a new identity and pack design that conveys the quality of the ingredients and doesn’t overpromise on the product. The brand’s desire to be food for everyone and not just a plant-based alternative was at the core of the redesign”. says Rob Hall, Creative Partner, Studio h.
The straightforward block logo uses random italicised letters to introduce personality and colour or tone shift to give Just Wholefoods a subtle double meaning. This brand simplicity helps to frame the playful, pop art style illustrations creating a distinctive and democratic brand personality.