US – Design agency &Walsh has taken inspiration from fast food restaurants in a visual identity update for vertical farming company Plenty.
Helping the salad brand to stand out from traditional green clichés, the rebranding includes a bright colour palette reminiscent of McDonald’s and a sans serif font that aims to make the produce it grows more appealing to a mass audience. This aesthetic extends to Plenty's website, social media platforms, packaging and new merchandise line to unite its messaging and create a friendly persona.
‘Fast food companies often use red and yellow colours in their branding, which have been shown to make people feel hungry, [so] why not use this technique for healthy foods?’ says Jessica Walsh, founder of &Walsh. Deviating from the typical green visual cues of other healthy food brands, Walsh adds that ‘we wanted to create a friendly and happy brand that also stood out on the shelf from the competition’.
Plenty’s rebranding will capture consumers tired of overused design tropes that feel inauthentic or worthy. Discover more food brands taking visual cues from junk food in our macrotrend Total Tastes.