Plant Based YK

A concept range for Yummy Karma, exploring what plant-based food looks like when it stops apologising for itself. No kale graphics, no green leaf badges, no earnest sustainability copy. We created Grove, a sub-brand designed to sit on a premium shelf: a raspberry organic yoghurt pouch, crunchy mushroom chips and a ginger and turmeric canister, each led by rich, appetising ingredient photography and a confident serif wordmark. Colour does the category work, so the range reads as indulgent first and plant-based second. Plant-based shouldn't mean predictable.