Eating vegetables is essential, but finding excitement in them can be a challenge. However, the growing popularity of plant-based diets and initiatives like Veganuary and Meat-free Monday are changing the perception of produce. Tesco, recognizing this trend, has launched Root & Soul, a range of plant-based products that include milk alternatives, seitan, tempeh, and fresh produce. Let’s explore more about this rebrand with and also about their packaging design with root and soul.
Shifting Attitudes
Initiatives like Veganuary and Meat-free Monday have played a significant role in shifting people’s attitudes toward plant-based diets. Increasingly, individuals are embracing meat-free alternatives and exploring the benefits of plant-based foods. Tesco’s launch of Root & Soul reflects the supermarket‘s commitment to meeting the growing demand for plant-based products and making it easier for people to incorporate them into their diets.
Elevating Humble Produce to Stardom
What truly sets Root & Soul apart is the captivating packaging and in-store communications, masterfully crafted by global branding and design agency Coley Porter Bell. Their design philosophy for Root & Soul is rooted in the idea of taking vegetable ingredients from the side of the plate and placing them front and center. By showcasing the humble yet flavorsome produce as the stars of the show, the packaging and in-store communications effectively convey the range’s essence – a celebration of the “craft, passion, and creativity that comes together to transform humble produce into flavorsome dishes.”
A Botanical Masterpiece
The identity of Root & Soul revolves around bespoke botanical illustrations that emphasize the authenticity of the natural produce ingredients. By placing vegetables front and center, the packaging showcases the fullness of flavor and celebrates the humble vegetable. The textured background canvas adds depth to the packaging, creating a visual representation of the craft and expertise involved in creating satisfying veggie dishes. These meticulously crafted artworks thereby conveys the authenticity of the natural produce ingredients in each dish, allowing them to shine at the center of each pack. This thoughtful approach not only elevates the visual appeal of the range but also serves as a powerful reminder of the rich expertise and care that goes into crafting each satisfying veggie dish.
Embracing Authenticity and Flavor
Sam Stone, Creative Director at Coley Porter Bell, explains that the goal was to celebrate the humble vegetable through illustration and allow the product to convey the fullness of flavor. The branding encapsulates the authenticity and richness of the growers’ and chefs’ expertise, providing customers with a range of options that can easily be incorporated into their eating habits and lifestyles.
Final Thoughts
With Root & Soul, Tesco has embarked on a plant-forward journey that celebrates the roots of flavor and sustainable eating. Through the captivating packaging and in-store communications crafted by Coley Porter Bell, this range invites consumers to taste the rich, authentic flavors of humble produce, expertly transformed into dishes that are both satisfying and good for the planet.
Also Read: Makro Supermarkets’ Has a Sustainable Solution to Combat Food Waste
