Own-brand meat-free had set a worthy precedent but Co-op were perfectly placed to shatter expectations with a pioneering new direction for their own plant-based offering. Our approach was a compelling stand-alone brand, proudly endorsed by Co-op, that not only enticed the most committed of vegans and vegan-ish alike with a food first attitude, but could stand confidently amongst the most emergent of challenger plant-based brands.

GRO's positioning puts good food at the forefront - no fakes or substitutes. We wanted an optimistic name that would capture this sentiment, nodding to Co-op's pioneering spirit and the ranges' plant-based roots.

Our bold and vibrant creative direction took inspiration from the digital graphic style of contemporary food delivery services, as well as cultural foodie influences from across the world.

Multiple products, formats and locations in store meant convenience and stand-out was key. A distinct identity and architecture creates a strong visual impact whether it's a singular product or a dedicated merchandised area.

Gro's photography style looks to signal a bold, new future for plant-based food. Taking inspiration from the vibrancy of natural ingredients, colour plays a huge role in visualising contemporary flavours. No muted earth tones in sight.

Gro's photography style looks to signal a bold, new future for plant-based food. Taking inspiration from the vibrancy of natural ingredients, colour plays a huge role in visualising contemporary flavours. No muted earth tones in sight.