Design: Elmwood
Location: United Kingdom
Project Type: Produced
Client: Alpro
Product Launch Location: Global
Packaging Contents: Plant-based dairy alternative
Packaging Substrate / Materials: Carton

Celebrating nature’s perfect imperfections
When our London team was given the opportunity to work with Alpro, they recognised that the world of dairy and alternatives is changing, fast. A new plant-based movement has emerged, driven by people making more conscious plant-based choices. No longer considered as alternatives, this is a new category created from growing consumer awareness for health, animal welfare and the environment.

Alpro’s diverse and growing portfolio presented a need for an intuitive yet flexible design system and a design that could stand up against increasingly disruptive competition. It was time to shake up the category and reinstate Alpro as the plant-based leader through a revitalised visual identity.

A new set of challenger brands are growing the category, bringing with them challenger aesthetics; loud, bright, disruptive and attention-grabbing. We observed that while it is important to be contemporary and stand out, the category lacked a sense of authenticity, credibility and naturalness. As the plant-based pioneer, we had a product truth that gave us the right to play in this space. It was this insight that inspired our direction for design.

Inspired by our plant-based product truth and the visual opportunity for authenticity, our design heroes nature, by celebrating the natural world and all its ‘perfect imperfections’. This concept is brought to life across all design elements; with an emphasis on white to denote naturalness and stand out, photography that heroes the real ingredients and a hand-crafted illustration style.

This creative idea was supported by a strong and flexible design strategy that ensures cohesion across a complex range and future-proofs our innovative pipeline.