Mountain Design was tasked with the redesign of PLNT’s packaging—a brand that specializes in plant-based meat substitutes. Initially, PLNT had no defined brand identity beyond the packaging, so we took it from just a product to a full-fledged brand.
The company’s vision of being the "new kid on the block" was a central theme in shaping the brand's voice. This allowed us to push the envelope with communications, infusing a rebellious and direct tone that didn't take itself too seriously. The visuals were inviting yet bold, with a color palette primarily drawn from the packaging—vibrant yellows and greens.
We created a narrative that spoke to the brand’s youthful energy, using humor and irreverence to engage the audience. With copy like "PLNT based without the plant taste" and "No chicken in sight" (playing on the absence of actual chicken), the messaging delivered both clarity and wit. "Do you believe in karma or shawarma?" perfectly embodied the quirky spirit that PLNT wanted to project.
In the end, I was responsible for shaping the majority of the brand, including art direction, copywriting (campaign and advertising assets, as well as social media content), and web design. Additionally, I worked on developing brand guidelines, creating marketing collateral, and collaborating with the team to ensure a cohesive and memorable brand experience across all touchpoints.
