vEEFTM are an Australian plant-based food brand developed by award-winning chef Alejandro Cucino. They have a delicious and innovative range of meat alternatives to appeal to the broader audience in the plant-based market. The products appeal mainly to plant-based food lovers who want a food experience that is big, in your face and tasty.
The brand direction was bold and personality-driven, using a suite of vibrant colours and an emphasis on the photos of the delicious burgers to attract the consumer. I worked with a copywriter to create each product description to further bring out the personality of the brand. A set of hand drawn icons were developed to continue the overall jovial feeling of the vEEFTM brand paired with handwritten typography and hand drawn elements on the back of the pack.
