Plant Menu

The Challenge

Launch a vegan range for the UK’s fastest growing supermarket.


With vegan food making a massive impact on the UK’s eating habits, Aldi were ready to launch their own vegan range. Yet, with every supermarket having the same idea we needed to create a brand that stood out in an increasingly busy category.

Fortunately, we had a client who understood our appetite for being different. After agreeing on a brand name, we created a concept featuring bold colours, powerful vegan mottos and a hand-drawn style. Clear, uncluttered photography completes the look to show customers delicious plant-based dishes that appeal to both full and part-time vegans.

The end result - a huge uplift in vegan sales as the range has gone from strength to strength. With new products added every month, Plant Menu offerings continue to satisfy the demands of the market, grabbing attention on shelf and positioning this range as a serious (and seriously tasty) alternative to an ever increasing healthy eating demographic.

Done Better

  • Name Generation
  • Brand ID
  • Product Descriptors
  • Logos & Icons
  • Packaging
  • Brand Guidelines

Do Better Skill Sets

  • Design
  • Concepts
  • Copywriting
  • Art Direction
  • Photography
  • Illustration