Year: 2021
Category: Food
Illustrations: Melt

Oba Hortifruti’s vegetable meat products feature plant-based steak and burgers. Therefore, the animal illustrations we’ve created are shaped by a combination of the ingredients these products are made of: onions, beets, peppers, coconut, garlic and grains.

What we did in this project
Packaging design.

The handmade illustrations of food ingredients shape the silhouettes of animals and evidence the ingredients that compose the product, highlighting its nutrients, as well as the flavors, very similar to meat and chicken. The idea was to create a connection between shapes and ingredients in order to show what each product is made of.

The cheerful color palette contributes to draw attention to the product at the point of sale, and differentiates the packages from each other. The shades of green were kept in all the three variations to highlight the main feature – plant-based – and to create a visual identity system for the line of products.

Also, the window box package allows the product to be visible to the consumer and helps in the decision-making process.

The function of the package was to demystify and to present to the consumer the ingredients that compose each of the burgers. Competitors tend to show photos of a cooked burger on the package, evidencing its similarity to an animal-based product. We, on the other hand, prefer to draw attention at the point of sale with what actually makes the product different: the composition of plant-based ingredients. The light background was kept because it is an association feature with the product’s category.