Giving new life to unwanted food
Plateful was founded by Julia, a former corporate professional who found herself too busy to cook vegetable-packed meals from scratch after a long day. She was frustrated by the lack of nutritious ready-made meals that don’t compromise on quality or ethics, so she decided to create her own solution. And so, Plateful was born.
The brand repurposes unwanted fruits and vegetables from supermarkets, turning them into delicious and honest sauces. Julia came to us looking to create a brand identity that stands out online and would translate well into retail, allowing her to launch her business with confidence.
WHAT WE WORKED ON
Brand identity
Product packaging
Social media graphics
Shopify website
Designing the brand identity
We wanted Plateful’s visual identity to feel familiar yet have its own voice. In the food category, customers often look for specific visual cues, so we decided to keep the brand identity minimal and clean, and add a fresh twist that would make Plateful stand out.
We chose green as the primary colour to communicate freshness and the natural origins of the products, and incorporated pops of orange that add a touch of creativity and energy. This combination not only reflects the brand's personality but also evokes the feeling we want customers to experience when using the products.
Packaging with purpose
To minimise the brand’s carbon footprint, we selected plastic-free labels that are printed locally using plant-based inks.
We designed the logo to be the hero of the packaging, ensuring quick brand recognition whether online or in-store and selected a tall serif font for its confident look and feel, which we customized to give it a unique look. For the rest of the packaging, we chose a minimalistic design approach which helps the jars to stand out on the shelf among competitors.
The overall packaging design is clean, allowing the brand's ethos of simplicity and honesty to shine through, while the use of green reinforces the message of freshness and sustainability.
Creating an online experience
Since Plateful will be launching online first, the website design was a large part of the project. Our goal for the website was to create a simple and intuitive design, with clear pathways for customers to explore (and buy) their products and learn about the brand’s mission.
We selected the Combine theme for Shopify, as it offered the bundle builder feature that was important for Plateful’s target market - busy people looking for convenient meal options. We then added custom coding to the homepage and product page, to create a website experience that felt more branded and engaging.
