Plant Life Food Co. ● Nina Nguyen

 • 
 FMCG 
  • 
 Packaging Design 

Plant Life Food Co.

Client: Plant Life Food Co./Healthy Generation Pty Ltd.
Industry: FMCG • Plant-based food • Grocery retail
Year: 2021
Scope: Packaging range extension – 4 SKUs from labels and dielines through to outer cartons
Role: Packaging design, range architecture, artwork production, print-ready files
Platform: Illustrator and Photoshop
Image credits: Photography commissioned by the brand.

The Brief

Plant Life Food Co. needed packaging for a new flatbread range of four flavours, headed for supermarket shelves. The brand had an existing jackfruit product line, designed externally, but no formal brand guidelines, just the packaging itself and a loose sense of the brand's direction.

The challenge was to extend a visual language that had never been finalised. I had to work out what made the existing packaging feel like Plant Life Food Co., then apply those rules to a new product format, from front-of-pack through to dielines and shipper cartons.

The Execution

I treated the existing jackfruit packaging as the style reference: white background, scattered hand-illustrated ingredients, centred typographic lockup, product window and badge, then translated it into vertical carton format.

Each flavour is differentiated by its own ingredient illustration set and accent colour, keeping the range easy to shop on shelf while maintaining consistency across the range. The work covered final artwork, dieline layouts and print specifications for all four SKUs, plus outer cartons for distribution.

KEY DESIGN DECISIONS

Worked out the brand rules first, so all four flavours follow one system instead of copying one pack four times.
Gave each flavour its own ingredient illustrations and accent colour, so shoppers can tell them apart at a glance while the range still reads as one brand.
Designed with dielines, print limits and outer cartons in mind from day one, meeting Coles' packaging requirements.