Veganism is not just for January! This sector is booming.  Exciting challenger brands have shaken up the category with a confidence and attitude that cannot be ignored. We needed a creative response fit for the future.

The previous Plant Based design was fussy and dated and did not have the stretch to go from nutritious meals to indulgent treats. With all potential consumers in mind, we created two distinct brands to appeal to all, OMV and Plant Based.

Nutritionist approved, Plant-Based by Asda was our healthy option with a clean, modern brand identity that mimicked the cleanliness of the food inside. Delicious, nutritious serving suggestions appeal to those looking for a clean-eating celebration of plants. Our structured design helps consumers to easily understand the benefits of every product and our calming colour palette allows our beautiful, sunlit photography to really pop.

In stores now, our modern, bright and sunny design allows everyone to live better.



Creative Director : Jon Dignam
Design Director : Gareth Ball
Production Director : Paul Porter
Senior Account Manager : Alyssia Taylor
Visualiser : Chris Charlton