Plant Professor is a plant-based food brand aimed at young urban users in China. Made from plant-based ingredients, the series of food packages includes light dumplings, jelly, and coffee. The design is based on a flat visual style, integrating product ingredients, calories, and other elements to create a unified visual identification symbol. The deliberately disorderly arrangement presents a sense of freedom and casualness, attracting the target users.
The packaging design of Plant Professor stands out with its unique properties and strengths. It caters to the needs of young urban consumers who seek a balance between fashion and health. The recyclable paper and environmentally friendly printing materials used in the production process align with the brand's commitment to sustainability.
The product label prominently displays the brand identity, ingredient ratio, and other relevant information on the front of the package. This allows users to quickly obtain the necessary details. The alternating arrangement of food photos and graphics strikes a balance between appetite appeal and fashion-forward aesthetics. Additionally, the compact packaging is convenient for users to carry in their bags, making it suitable for various common life scenes of modern urban dwellers, such as business trips, travel, and picnics.
The design team behind Plant Professor conducted extensive research on light food packaging trends. While common light food packaging often focuses on rational, professional, and rigorous characteristics, Plant Professor's packaging design leans towards the snack property. It combines modern design techniques with relaxed and comfortable elements, creating a more inviting and pleasant atmosphere.
One of the challenges faced during the design process was emphasizing the youth factor and highlighting the low-calorie feature of the products. The packaging design successfully achieves this through the use of figurative patterns, abstract graphics, and arrows representing calorie drops. The interplay between abstract and figurative graphics creates a sense of freedom and casualness, resonating with the target customers.
Plant Professor was designed and developed in Shanghai, China, in February 2022. It is set to launch in China in August 2023. The packaging design has already received recognition for its creativity and ingenuity. It was awarded the Bronze A' Design Award in the Packaging Design category in 2023. This prestigious award is bestowed upon outstanding designs that authenticate experience and resourcefulness, incorporating best practices in art, science, design, and technology.
Plant Professor's packaging design successfully captures the essence of a fresh and fashionable food brand. It caters to the preferences of young urban consumers while promoting a healthy and sustainable lifestyle. With its unique visual identity system and attention to detail, Plant Professor is set to make a mark in the plant-based food industry.
Project Designers: Hangzhou Chancemate Tech Corp.
Image Credits: Hangzhou Chancemate Tech Corp.
Project Team Members: Jin Xie
Project Name: Plant Professor
Project Client: Hangzhou Chancemate Tech Corp.