Oscar Mayer
Packaging Design / Naming / Art Direction / Merchandise / Social Media
Changing the planet, plate by plate.
Bringing Plant-Based meals to the masses.
Tasked with converting the masses to a plant-based diet, starting in the ready meal aisle, we created a bold typographic packaging design, in-keeping with the strong brand vision.
Harnessing the idea of ‘change without compromise’. We used BOSH!’s bold and encouraging tone of voice and combined this with playful taste affirmations, cleverly weaving flavour and change together.
This was backed up with a statement from founders; Henry and Ian, highlighting the positives of conscious eating choices and vibrant photography of relaxed ‘home cooked’ meals was used to full effect, showing-off the premium yet accessible dishes.
To support the launch, we created lively typographic social media animations to capture the attention and raise awareness.
“BOSH! were thrilled with White Rabbit’s interpretation and execution of the brand for this new category, they really got the brief. Not only did it help secure listings, it also got them thinking about how the proposition could work for other SKUs and categories.”
Donna Worsley
Head of Brands and Channels at Oscar Mayer.