Broccoli Lover

With Broccoli Lover, a new kind of vegetable snack enters the scene: freeze-dried broccoli florets available in three unexpected varieties – Choc, Chili, and Lemon. Framed by the confident statement “It’s Broccoli era!”, the project sets out to give broccoli an entirely new cultural presence: bold, contemporary, and impossible to ignore.

MILK accompanied founder Esther Fenske on the brand’s journey and developed a packaging design that deliberately connects food and fashion. The intention was to create a look that feels not only snackable, but expressive – a visual identity that works like a product and a statement at the same time.

The result is a bold, modern packaging system that thrives on contrast and makes the brand’s attitude instantly visible. Loud yet clean, playful yet graphic, the design transforms broccoli into the center of a distinctive visual world. Rather than presenting the product in a conventional health-food language, the packaging gives it confidence, personality, and pop appeal.

At the same time, the product story remains strong: super crunchy, super healthy. According to the brand, a single pack covers nearly the daily requirement of vitamin C, vitamin B6, and folic acid, based on adult NRV (Nutrient Reference Values). That balance between nutritional value and bold visual identity is what gives Broccoli Lover its distinctive edge.