Planted

Positioning / Packaging / Identity

The Swiss start-up Planted, founded in July 2019, brings plant-based meat made from pea protein, pea fibers, rapeseed oil and water to the market. I was responsible for the product launch with positioning, CI, packaging, advertising material and website – initially in Switzerland, and since November 2020 also in Germany.

'We're hungry for change.' — a woman eating a sandwich on a yellow background

'Ohne Tier. Läuft bei mir.' planted.chicken packaging

3 countries / 300+ Outlets
5 languages / 8 flavours
3 product ranges

To hack into the busy digital lives of our tribe, we wrote playful headlines directly on our packs and placed them in the supermarket. Every pack was stuffed with puns and rhymes to subtly dispel myths about meat alternatives and suggest that making a positive change was easy peasy.

A grid of planted.chicken and planted.pulled packaging designs, each with a different playful headline

A hand taping a Planted delivery box reading 'Take a bite. Make a difference.'

Three planted.chicken packs on a factory conveyor belt

A bowl of planted.chicken noodles being eaten with chopsticks on a blue table

Grilled planted.chicken skewers being plated on a yellow table

A pan of planted.chicken stir-fry with broccoli on a peach table

Hands holding a planted.chicken wrap on a green table

Stats: 209,327 kgs of planted.chicken sold in 2020, expansion to Austria and Germany, and resources saved

Two phone screens: 'Saving the planet one tasty bite at a time' and a '100% sustainable' badge

'No chicken no cry.' on a green background

Press clippings about Planted from Forbes, Nau.ch, Tierwelt and other publications