Tesco has pushed forward its new plant-based product range Root & Soul with design agency Coley Porter Bell to prompt consumers to eat more veg-based meals. The plant-forward initiative includes milk alternatives, seitan, tempeh, and fresh produce.
Coley Porter Bell put the vegetable ingredients on center stage through its design and in-store communications. Caroline Kelly, Head of Design at Tesco, said Root & Soul is taking advantage of the plant-based trend. She believes Coley Porter Bell’s new branding will solidy Tesco’s position in the market.
“We have worked closely with Coley Porter Bell to create a brand identity and design that showcases vegetables, pulses, grains, and nuts as the heroes of the range, and offer our customers – be they vegetarians, flexitarians or meat reducers – exciting, tasty options for them to add easily into their eating habits and lifestyles.”
Sam Stone, Creative Director at Coley Porter Bell, said they wanted to celebrate the humble vegetable through illustration and allow the product to convey the fullness of flavor. “We are proud to have created a brand that is confident in displaying the authentic manner and rich expertise the growers and chefs perfectly combine to create a satisfying veggie dish.”
Root & Soul’s identity is built around bespoke botanical illustrations. Coley Porter Bell’s design work reflects the authenticity of the natural produce ingredients in each dish and makes them standout at the center of each pack, a shift from bland to bold.
Also Read: Volkswagen Puts Customers at Center of its ‘Your Wagen’ Marketing Campaign
